© 2018

Political Marketing and Management in the 2017 New Zealand Election

  • Jennifer Lees-Marshment

Part of the Palgrave Studies in Political Marketing and Management book series (Palgrave Studies in Political Marketing and Management)

Table of contents

  1. Front Matter
    Pages i-xvi
  2. Jennifer Lees-Marshment, Edward Elder, Lisa Chant, Danny Osborne, Justin Savoie, Clifton van der Linden
    Pages 7-22
  3. Jennifer Lees-Marshment, Edward Elder, Lisa Chant, Danny Osborne, Justin Savoie, Clifton van der Linden
    Pages 23-41
  4. Back Matter
    Pages 139-158

About this book


This book reveals the market research, strategy, branding and communication behind the unpredictable 2017 New Zealand election result which saw Jacinda Ardern elected Labour leader just 8 weeks before the election to become Prime Minister. Utilising rich data sources that include a 250,000 Vote Compass survey and interviews with key political advisors, it explores  the alignment of the policy of National, Labour, the Greens and NZ First with party supporters, demographic segments and undecided voters. It also analyses the leadership communication and branding of the leaders Bill English, Jacinda Ardern and Andrew Little, as well as the advertising by minor parties ACT, the Greens, United Future and the Maori Party. The book provides advice for practitioners, such as: focus on being responsive, communicate delivery competence, differentiate in policy and advertising, build an energetic and charismatic leader brand and be flexible when planning.


2017 New Zealand Election Political Marketing Political Branding Vote Compass Target Markets Undecided Voters Policy Alignment Market-Oriented Party National Labour Brand Personality Political Branding Political Candidates Charisma Competence Minor Parties Political Brands

Editors and affiliations

  • Jennifer Lees-Marshment
    • 1
  1. 1.University of AucklandAucklandNew Zealand

About the editors

Jennifer Lees-Marshment is Associate Professor of Politics and International Relations at the School of Social Sciences at University of Auckland, New Zealand. She is author/editor of 12 books, including The Political Marketing Game (2011) and Political Marketing: Principles and Applications, 2nd edition (2014). Her research interests include political marketing, leadership, public input and governance. 

Bibliographic information