Global Political Marketing

Abstract

New Zealand is a small country, with only just over four million people, but its’ politicians, journalists and advisors are internationally connected and Helen Clark, the Labour Prime Minister from 1999 to 2008, adopted many ideas from Tony Blair’s UK New Labour. Although two main parties, Labour and National, dominate, proportional representation has fostered a multi-party system and coalition governments. This chapter will focus on Labour and National and consider the potential as well as limitations for political marketing. Like other chapters I will explore the nature of the political system, the use of political marketing techniques, overall strategy and orientation of parties, and current trends and issues.

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