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2022 | Book

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Political Marketing and Public Diplomacy by Pro-Israel and Pro-Palestinian Advocacy Groups

Author: Andrew Lim

Publisher: Springer International Publishing

Book Series : Palgrave Studies in Political Marketing and Management

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

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 internal 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 internal 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.

Table of Contents

Frontmatter
Chapter 1. Introduction
Abstract
This chapter introduces the research topic: namely how advocacy groups can use political marketing to support the public diplomacy and nation branding efforts of the Israeli and the Palestinian governments. It also discusses the gaps within the academic literature on advocacy, political marketing, public diplomacy, and nation branding that this research intends to fill. The introduction also outlines the author’s synthesised analytical framework, which draws upon theories and concepts from political marketing, public diplomacy, nation branding, and advocacy. This chapter also discusses the methodology and case studies before concluding with an outline of the book’s chapters and contents.
Andrew Lim
Chapter 2. Palestine Solidarity Network Aotearoa
Abstract
This chapter analyses the political marketing, public diplomacy, and nation branding activities of the Palestine Solidarity Network Aotearoa (PSNA), the premier Palestinian solidarity network in New Zealand. This chapter draws upon a content analysis of webpages, paraphernalia, social media posts, and audio-visual content produced by the Network between 2010 and 2018. These primary sources were supplemented by an interview with the PSNA’s national chair John Minto. This chapter will give a brief description of the PSNA before discussing the group’s market-orientation, “segmentation, targeting, and position” (STP), internal marketing, public diplomacy, and nation branding strategies and activities.
Andrew Lim
Chapter 3. Israel Institute of New Zealand
Abstract
This chapter analyses the political marketing, public diplomacy, and nation branding activities of the Israel Institute of New Zealand (IINZ), a Zionist think tank seeking to improve Israel’s public image in New Zealand. It draws upon a content analysis of webpages, paraphernalia, social media posts, and audio-visual content produced by IINZ between 2010 and 2018. These primary sources were supplemented by an interview with David Cumin, one of IINZ’s directors. This chapter will give a brief description of the Israel Institute before discussing the group’s market-orientation, “segmentation, targeting, and position” (STP), internal marketing, public diplomacy, and nation branding strategies and activities.
Andrew Lim
Chapter 4. Australia/Israel & Jewish Affairs Council
Abstract
This chapter analyses the political marketing, public diplomacy, and nation branding activities of the Australia/Israel & Jewish Affairs Council (AIJAC), a pro-Israel Australian Jewish think tank and advocacy group. It draws upon a content analysis of webpages, magazine articles, op-ed columns, videos, and social media posts produced by AIJAC between 2010 and 2018. These primary sources were supplemented by several external sources that filled several gaps encountered during the content analysis. This chapter will give a brief description of the group before discussing the group’s market-orientation, “segmentation, targeting, and position” (STP), internal marketing, public diplomacy, and nation branding strategies and activities.
Andrew Lim
Chapter 5. Australia Palestine Advocacy Network
Abstract
This chapter explores the political marketing, public diplomacy, and nation branding activities of the Australia Palestine Advocacy Network (APAN), a national coalition of pro-Palestinian groups and individuals seeking to influence Australian public policy towards the Palestinians and Israel. It draws upon a content analysis of webpages, magazine articles, op-ed columns, videos, and social media posts produced by APAN between 2010 and 2018. These primary sources were supplemented by an interview with APAN’s Executive Officer Jessica Morrison. This chapter will give a brief description of the group before discussing the group’s market-orientation, “segmentation, targeting, and position” (STP), internal marketing, public diplomacy, and nation branding strategies and activities.
Andrew Lim
Chapter 6. Conclusion
Abstract
The conclusion outlines how this research addressed the question of how advocacy groups in New Zealand and Australia have used political marketing to support the public diplomacy and nation efforts of the Israeli and the Palestinian governments. It also considers whether the groups functioned as independent allies or proxies of state actors in terms of public diplomacy and nation branding. The chapter then discusses how the case studies met the various political marketing, public diplomacy, and nation branding criteria of the framework before reflecting on the value, strengths, and limitations of the author’s synthesised analytical framework. The conclusion also outlines this study’s contribution to the fields of advocacy, political marketing, public diplomacy, and nation branding. Finally, this chapter provides several lessons for practitioners in the areas of advocacy, political marketing, public diplomacy, and nation branding.
Andrew Lim
Backmatter
Metadata
Title
Political Marketing and Public Diplomacy by Pro-Israel and Pro-Palestinian Advocacy Groups
Author
Andrew Lim
Copyright Year
2022
Electronic ISBN
978-3-031-15332-7
Print ISBN
978-3-031-15331-0
DOI
https://doi.org/10.1007/978-3-031-15332-7