Abstract
The evolution of political marketing in the modern era has been rapid, with significant study of its practice, significant investments in its refinement, and marked improvements in its implementation taking place over the last 20 years. A large proportion of the marketing changes have taken place against a mixed background of political successes and failures, and these have informed its evolution. It is clear that changes in the demands of the electorate and understandings of what might be desired from a political candidate have had a meaningful role to play in determining the type of leadership candidate required in western democratic societies.
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© 2009 Robert Busby
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Busby, R. (2009). Leadership and Ordinariness. In: Marketing the Populist Politician. Palgrave Macmillan, London. https://doi.org/10.1057/9780230244283_2
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DOI: https://doi.org/10.1057/9780230244283_2
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