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Public opinion research has been under a great deal of criticism over the last few years as it failed to accurately predict a series of important outcomes around the world. As a result, polls are now assumed to be inaccurate at best, manipulative at worst. Nevertheless, corporations, the media, interest groups and politicians alike continue to rely heavily on them for guidance and strategic insights. The aim of this book is to examine the status of market intelligence in practice and how changes in its different contributing streams—media polling, commercial public opinion research and political polling—are pushing market intelligence into a new phase of development. This book suggests that we are moving to a new phase where the practice of market intelligence will be more akin to market surveillance and this field is on the verge of a major transformation. André Turcotte is an Associate Professor at the School of Journalism and Communication, Carleton University, Canada. He has worked with several polling firms over the years and has provided opinion research advice to several politicians, corporations and organizations.

Elections. --- Political communication. --- Marketing. --- Electoral Politics. --- Political Communication. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Political communication --- Political science --- Electoral politics --- Franchise --- Polls --- Politics, Practical --- Plebiscite --- Political campaigns --- Representative government and representation --- Marketing --- Election forecasting. --- Public opinion. --- Marketing research. --- Marketing research --- Methodology. --- Market research --- Markets --- Research --- Research, Industrial --- Opinion, Public --- Perception, Public --- Popular opinion --- Public perception --- Public perceptions --- Judgment --- Social psychology --- Attitude (Psychology) --- Focus groups --- Reputation --- Elections --- Forecasting, Election --- Straw votes --- Forecasting --- Public opinion polls --- Exit polling (Elections) --- Communication in politics.

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Politics --- Marketing --- Mass communications --- politieke wetenschappen --- communicatie --- marketing --- politiek --- verkiezingen

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“Political Marketing in the 2021 Canadian Federal Election provides an insightful and timely contribution to the field of political science and modern political campaigning. It provides a nice balance between practical review and detailed theoretical analysis. The book also covers several topics of growing importance both politically and academically, such as populism, identity and grievance politics, as well as polarisation and negative campaigning. As a result, the book acts as a good marker between the Canadian election campaign strategies of the past and the drastic changes we will likely see moving forward. I highly recommend this book for academics, students and practitioners alike.” --- Edward Elder, Faculty of Arts, University of Auckland, New Zealand "The 2021 Canadian federal election provided scholars with an extraordinary opportunity to study political marketing as applied during a global health crisis. From how one party galvanized the role of anger, to the hyper masculine focus of marketing the leaders through digital communications, to the challenge faced by party brands in the face of rising populist sentiment on both the left and the right, this collection sheds much needed light on the changing dynamics within the Canadian electorate and how parties use marketing tools - with varying degrees of success - to respond to them. Readers will learn much from the chapters offered here." --Anna Esselment, Associate Professor of Political Science, University of Waterloo This book will offer a fresh take on the dynamics of the 2021 Canadian federal election and differentiates from The Canadian General Election book series or other books looking at the campaign horse race and results. It will instead focus on elements pertinent to the political marketing literature. Besides chapters by leading and emerging political marketing academics from different disciplines (e.g. communications, political science, political management), the co-editors of this edited volume have solicited contributions from practitioners in different fields related to political marketing (e.g. polling). Some chapters are collaborations between leading academics and practitioners, which should be a source of new insights into dynamics of political marketing that will make this edited volume unique from others published previously. In other words, the book’s content will be taking our current understandings of Canadian political marketing in new directions.

Political campaigns --- History --- Trudeau, Justin. --- Canada --- Politics and government --- Campaigns, Election --- Campaigns, Political --- Election campaigns --- Electioneering --- Electoral politics --- Negative campaigns --- Politics, Practical --- Elections --- Trudeau, Justin --- Trudeau, Justin, --- Canada (Province) --- Canadae --- Ceanada --- Chanada --- Chanadey --- Dominio del Canadá --- Dominion of Canada --- Jianada --- Kʻaenada --- Kanada (Dominion) --- Ḳanadah --- Kanadaja --- Kanadas --- Ḳanade --- Kanado --- Kanakā --- Province of Canada --- Republica de Canadá --- Yn Chanadey --- Καναδάς --- Канада --- קאנאדע --- קנדה --- كندا --- کانادا --- カナダ --- 加拿大 --- 캐나다 --- Kaineḍā --- Lower Canada --- Upper Canada --- Elections. --- Communication in politics. --- Marketing. --- Electoral Politics. --- Political Communication. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Political communication --- Political science --- Franchise --- Polls --- Plebiscite --- Representative government and representation --- Marketing --- Canada. --- Elections, 2021.

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"Political Marketing in the 2021 Canadian Federal Election provides an insightful and timely contribution to the field of political science and modern political campaigning. It provides a nice balance between practical review and detailed theoretical analysis. The book also covers several topics of growing importance both politically and academically, such as populism, identity and grievance politics, as well as polarisation and negative campaigning. As a result, the book acts as a good marker between the Canadian election campaign strategies of the past and the drastic changes we will likely see moving forward. I highly recommend this book for academics, students and practitioners alike." --- Edward Elder, Faculty of Arts, University of Auckland, New Zealand "The 2021 Canadian federal election provided scholars with an extraordinary opportunity to study political marketing as applied during a global health crisis. From how one party galvanized the role of anger, to the hyper masculine focus of marketing the leaders through digital communications, to the challenge faced by party brands in the face of rising populist sentiment on both the left and the right, this collection sheds much needed light on the changing dynamics within the Canadian electorate and how parties use marketing tools - with varying degrees of success - to respond to them. Readers will learn much from the chapters offered here." --Anna Esselment, Associate Professor of Political Science, University of Waterloo This book will offer a fresh take on the dynamics of the 2021 Canadian federal election and differentiates from The Canadian General Election book series or other books looking at the campaign horse race and results. It will instead focus on elements pertinent to the political marketing literature. Besides chapters by leading and emerging political marketing academics from different disciplines (e.g. communications, political science, political management), the co-editors of this edited volume have solicited contributions from practitioners in different fields related to political marketing (e.g. polling). Some chapters are collaborations between leading academics and practitioners, which should be a source of new insights into dynamics of political marketing that will make this edited volume unique from others published previously. In other words, the book's content will be taking our current understandings of Canadian political marketing in new directions. Jamie Gillies is Professor of Communications and Public Policy and Chair of the Department of Journalism and Communications at St. Thomas University in Fredericton, New Brunswick, Canada. Vincent Raynauld is Associate Professor in the Department of Communication Studies at Emerson College in Boston, Massachusetts, USA. André Turcotte is Associate Professor in Communication and Political Management at Carleton University in Ottawa, Ontario, Canada.

Politics --- Marketing --- Mass communications --- politieke wetenschappen --- communicatie --- marketing --- politiek --- verkiezingen

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Social psychology --- Politics --- Marketing --- Mass communications --- politieke wetenschappen --- communicatie --- marketing --- politiek --- leidinggeven --- verkiezingen