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Holistic marketing recognizes that an organization's sales and revenues are inextricably tied to the quality of each of its products, services, and modes of delivery and to its image and reputation among its constituencies. The association markets itself through everything it does, its substance as well as its style. It is that all-encompassing package that the organization then sells. The story of how holistic marketing was used to rescue the Business-Industry Political Action Committee from the brink of extinction is presented. Lessons that can be learned from BIPAC's experience include: 1. Make quality priority one. 2. Listen to your customers. 3. Expand services. 4. Increase visibility and prestige. 5. Ask for the sale. 6. Build momentum. 7. Stratify services. 8. Segment your market. 9. Motivate the staff.

Issues research is important to develop sound positions and action plans, whether the issues be offensive or defensive, current or emerging. As in any other kind of managed activity, it is better to aim before firing. This aiming process in government relations means learning what is happening and why, what the impact is internally (on the company or among the organization's members), and also what the significance is externally - on friends, foes and potential allies.

This dissertation examines why major political parties die, a topic rarely discussed in political science literature. The new term, party disalignment, describes both the phenomenon of party collapse and a theory offered here to explain it. Only three clear-cut occurrences of major-party demise have been identified in consolidated party systems, all in countries with first-past-the-post electoral systems. These are analyzed here as case studies: the American Whig Party (1853–1854); the British Liberal Party (1918–1924); and Canada's Progressive Conservative Party (1993).Disalignment theory asserts that leadership failures and schisms in values or ideology on issues of overriding national socioeconomic importance led traditional core-base voters to abandon these parties. A new or previously minor party then displaced the disrupted party, followed by a secular realignment. The disaligned party suffered either immediate destruction, or permanent reduction to minor-party status and subsequent merger with another minor party. Disalignments are electoral events, conceptually related to another party-system phenomenon—party realignment. This dissertation proposes a new realignment theory based on changes in voting behavior among medial ('swing') voters—in contrast to losses within the party base that drive disalignments. It also proposes a typology of elections, based on these proposed new theories.The preconditions of disalignment are determined from case-study historical and political analysis. All four of the following conditions must exist: (1) A failure of party leadership on (2) intensely held positions on major socioeconomic cleavage issues affecting concepts of national identity that (3) alienates core-base voters, and propels them to abandon the party (4) for a new or previously existing minor party that is ideologically compatible and available to receive these disaffected base voters. A probable fifth condition is the presence of a first-past-the-post electoral system. The dissertation concludes that to maintain major-party status political parties must protect the integrity of their partisan voter base. Loss of medial voters risks electoral defeat and perhaps even an occasional adverse realignment. Loss of the base, however, threatens disalignment and the party's ability to contend ever again for political power.

Winning at the Grassroots: A Comprehensive Manual for Corporations and Associations, edited by Tony Kramer with Wes Pedersen, is reviewed.

Association executives in need of reviewing the possibilities of computer upgrades can plan through each phase of the process with consultants familiar with the association. Steps include: 1. Assess the capability of the current system. 2. Determine the association's needs, present and future. 3. Choose a good consultant. 4. Establish requirements, and develop a detailed list of specifications. 5. Get bids from several vendors. 6. Budget for requirements, and consider financing options. 7. Budget for staff training.