Titlebook: Political Marketing and Management in the 2020 New Zealand General Election; Edward Elder,Jennifer Lees-Marshment Book 2021 The Editor(s)

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尾巴

Communicating Market-Oriented Leadership During the COVID-19 Pandemic,ernment’s mitigation strategy to present a well-rounded leadership image. It also highlights how Collins, partly due to being new in the role as well as some unforced errors in strategy, was unable to capitalise on being the challenger in order to present herself as a credible and compassionate alternative.

無情

Targeted Communication by Minor and Major Parties,be effective in winning them over. In particular, the chapter argues the need to cater communication to the audiences in question over the long-term rather than simply translate broader messages during the campaign period.

Alienated

富足女人

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What the Market Wanted: Vote Compass 2020 and Public Views on Issues and Leadership,icy positions aligned with them and how this, along with other factors, contributed to each party’s electoral results. It also provides detail about the public views on the likeability of each party’s leader(s) along with lessons moving forward.

狂亂

The COVID-19 Election: How Labour Turned a Crisis into Its Biggest Branding Opportunity,n and Labour were able to establish an effective brand that was reassuring, aspirational and symbolised positive values that resonated with the majority of the country, while negating their failure to deliver in other areas.

壟斷

,Trashing the Brand: How Brand Damage Dented National’s Chance at the 2020 Election,. It shows how National’s behaviour, policies, promises, statements and advertising in the leadup to and during the campaign failed to meet key branding criteria, most notably with regard to credibility and internal values.

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