Competition and Co-operation
Chapter 8 is divided into two main sections. In the first section, the chapter looks at competition between political parties, in Germany and in a comparative perspective. This section is focussed on parties’ programmes, in other words the political firm’s ‘product’, and the campaign strategies used to promote the product, namely the ‘message’. The section also discusses some of the empirical and theoretical literature that suggests that the product/message divide is no longer appropriate and that the decline of ideology, combined with today’s sophisticated political marketing, has led to a situation in which the message increasingly is the product as well. In the second section, the chapter looks at the flip-side of party political competition, that of co-operation, with an emphasis on coalition politics at the national and sub-national levels, in Germany and in a comparative perspective. Both sections of the chapter, and the second section in particular, include new data on the most significant model of coalition politics in recent years in Germany, that of ‘Red-Green’ coalitions between the SPD and Greens, both in the Länder and at the Federal level. Finally, the chapter concludes with a summary of the main points raised within it.
KeywordsEurope Income Marketing Posit Hunt
Unable to display preview. Download preview PDF.