ABSTRACT
This chapter presupposes that the processes of policy and message development and dissemination in the political field are somewhat akin to market positioning in the commercial sector. Such an analogy, namely the recognition of “political markets,” is now widely used (see Niffenegger, 1989; Newman, 1994; Baines, Brennan, and Egan, 2003). Indeed, the role of positioning within political campaigning has been accorded a central focus (Lock and Harris, 1996).
