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International Journal of Public Opinion Research Vol. 23 No. 4 2011 The Author 2011 . Published by Oxford University Press on behalf of The World Association for Public Opinion Research. All rights reserved. doi:10 .1093 /ijpor/edr044 Advance Access publication 10 November 2011 RECENT BOOKS IN THE FIELD OF PUBLIC OPINION RESEARCH Lees-Marshment, J. (2011 ). The political marketing game. New York, NY: Palgrave Macmillan, 259 pp., ISBN 978 -0 -230 -53777 -4 . Jennifer Lees-Marshment focuses in this book on two questions: What works in political marketing, and what is the impact on our democracy? In order to answer these questions the author chose an inductive approach. She held 100 interviews with a variety of practitioners in political marketing, such as pol- iticians, journalists, strategic advisors, PR consultants, and pollsters. These practitioners came from five different countries: The US, the UK, Australia, Canada, and New Zealand. In addition, she carried out a thorough literature search in order to include the academic political marketing literature and theories in her data sets. Based on the interviews and the academic lit- erature the book shows how the political marketing game is played. The author contends that in order to win the political
International Journal of Public Opinion Research – Oxford University Press
Published: Dec 10, 2011
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