The Image-Makers Unbound: Marketing in the Post-Thatcher Era



Political presentation in Britain reached a new milestone in the post-Thatcher period ending in the April 1992 general election. This was the most ‘professional’ campaign in British post-war history in that all the main political parties adopted many of the techniques and disciplines associated with political marketing. Labour offered, after 1987, the most ostentatious example in post-war history of a party remodelling its product in line with market research. The Tories ran a consciously marketing-inspired ‘branding’ exercise to distance Major’s party from Kinnock’s. The Liberal Democrats, guided by the pressure group veteran Des Wilson, mounted a highly disciplined communications campaign, in total contrast to the muddled shambles of 1987.


Vote Share Opinion Poll Presidential Campaign Campaign Manager Political Marketing 
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Copyright information

© Margaret Scammell 1995

Authors and Affiliations

  1. 1.School of Politics and Communication StudiesUniversity of LiverpoolUK

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