The first edition of this book demonstrated that British political parties now attempt to offer a complete product that will appeal to a majority of voters, rather than being influenced by a political ideology and firm belief system.

This new edition provides an updated and more in-depth exploration of the political marketing approach, including analysis of the 2001 and 2005 elections. It re-presents the influential theory of market, sales and product-oriented parties, discussing the potential and the limits of consumerism, and the need to blend business concepts with a traditional understanding of politics.

Lee-Marshment examines Blair's New Labour government in order to draw out lessons on delivery, maintaining market intelligence and the effect of changing to a leadership approach that goes against country and party. Analysis of the Conservatives in opposition shows how the best intentions of party leaders to implement a market-orientation can be thwarted by internal resistance and traditional party elites.

Providing a more reflective and critical analysis, the second edition offers a more nuanced discussion on how political parties can not only win elections but govern successfully.