ABSTRACT
This chapter discusses delivery challenges; managing expectations pre-election; making delivery happen in power; managing problems in delivery and communicating progress and success. Steen explores the use of contracts in Danish politics by the Liberal Prime Minister Anders Fogh Rasmussen who, like Clark, copied delivery concepts from Tony Blair, noting how important it was to deliver promises otherwise politicians risk losing voter trust. The first aspect to marketing in government is the consideration of delivery before the election. Lederer et al shows how part-marketing by the populist Freedom Party (FPO) in Austria, between 1986 and 2002 under the leadership of Jorg Haider, to get it into power in a coalition unravelled once in government. Esselment argues that the Canadian Conservatives were successful in 2004-2006 because they gave the bureaucracy clear instructions on what policies to prioritize and the Privy Council Office (PCO) helped the government fulfil its commitments.
