Election 2001: the silent majority: women

Gardner, Hanne, Rees, Patricia L. and Tsianti, Maria (2001) Election 2001: the silent majority: women. Journal of Marketing Management, 17 (9-10). pp. 1007-1018. ISSN 0267-257X

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Abstract

This paper seeks to examine how well the political parties have targeted women and identifies political marketing as a means of creating voter satisfaction. It starts by examining the differences and changes in the number of women MPs following the general election in June 2001 compared with the outcome of the election in 1997. Voter behaviour and the lack of female role models in politics are then considered. The use of market segmentation is discussed. The paper concludes that political parties need to utilise segmentation in a more sensitive way to attract the silent majority of women and ensure their political success.