Political Marketing and Management in a Global Crisis: Challenges and Continuity in New Zealand 2017–2020

This chapter provides an overview of political marketing and management in New Zealand. It reviews the election results and identifies key aspects and events that led to them. These include how the Government managed policy, the Christchurch shootings, the COVID-19 pandemic, the relatively late changes in the National Party’s leadership as well as the challenges and opportunities these brought for political marketing and management in practice. It provides an analysis of market-orientation in relation to Labour, National, New Zealand First, The Greens, ACT and the Māori Party. It draws on analysis of party policies, adverts and uses of Vote Compass data related to political marketing from the main and post-election surveys.