Political Marketing and Public Diplomacy by Pro-Israel and Pro-Palestinian Advocacy Groups (Palgrave Studies in Political Marketing and Management)

by: Andrew Lim (Author)

Publisher: Palgrave Macmillan

Edition: 1st ed. 2022

Publication Date: 2022/10/30

Language: English

Print Length: 164 pages

ISBN-10: 3031153316

ISBN-13: 9783031153310

Book Description

This book looks at how both advocacy groups in New Zealand and Australia use political marketing to conduct advocacy and support Israeli and Palestinian public diplomacy and nation branding. The focus lies on their marketing orientation, segmentation/ targeting/ positioning (STP), and inteal marketing practices. The theoretical framework will draw upon several political marketing frameworks and concepts including the product/sales/market-oriented framework, the STP process, and Petitt's inteal stakeholder marketing approaches. The book examines four case studies:(1) the Palestine Solidarity Network Aotearoa (PSNA), (2) the Israel Institute of New Zealand (IINZ), (3) the Australia/Israel & Jewish Affairs Council (AIJAC), and (4) the Australia Palestine Advocacy Network (APAN). To ensure balance and comparison, four groups representing both the pro-Israel and pro-Palestinian camps in NZ and Australia were selected. Other criteria included their broad scope of activity, approachability and accessibility, as well as connections to state actors through advocacy, public diplomacy, and nation branding.

About the Author

This book looks at how both advocacy groups in New Zealand and Australia use political marketing to conduct advocacy and support Israeli and Palestinian public diplomacy and nation branding. The focus lies on their marketing orientation, segmentation/ targeting/ positioning (STP), and inteal marketing practices. The theoretical framework will draw upon several political marketing frameworks and concepts including the product/sales/market-oriented framework, the STP process, and Petitt's inteal stakeholder marketing approaches. The book examines four case studies:(1) the Palestine Solidarity Network Aotearoa (PSNA), (2) the Israel Institute of New Zealand (IINZ), (3) the Australia/Israel & Jewish Affairs Council (AIJAC), and (4) the Australia Palestine Advocacy Network (APAN). To ensure balance and comparison, four groups representing both the pro-Israel and pro-Palestinian camps in NZ and Australia were selected. Other criteria included their broad scope of activity, approachability and accessibility, as well as connections to state actors through advocacy, public diplomacy, and nation branding.