Political Marketing in CanadaBook - 2012
Political parties worldwide are using marketing tools such astargeting and segmentation to win elections. Are these strategiesmaking politicians and governments more responsive to voters'needs, or do they pose a threat to democracy? Through case studies thatrange from the resurrection of the Conservative Party to Tim Hortons asa political brand, this volume shows that the consequences of politicalmarketing in Canada have been profound. Citizens are now viewed asconsumers, and platforms and promises have been repackaged as products.Whether this trend is positive or negative depends on how politiciansand governments carry out political marketing - and itspromises - in practice.