Table of Contents

1 Solving the puzzle: an introduction. 2 Losing the plot: Thatcher to Major, 1989-1997. 3 Tactics over strategy: William Hague, 1997-2001. 4 'Simply not up to it': Iain Duncan Smith, 2001-2003. 5 Like moths to a flame: Michael Howard, 2003-2005. 6 'Cometh the hour, cometh the Dave': the long leadership contest, May- December 2005. 7 'The politics of and': David Cameron, 2005- . 8 Getting the message: a conclusion.

Reviews

"Doubtlessly this will be the sourcebook for the era. Specialistsin British party politics will turn to and recommend it for manyyears." British Politics Group Quarterly "A simply brilliant book; his judgments are spot-on." Edwina Currie, The Times "Bale has clearly enjoyed a lot of insider access and hisdescription of the internal battles to reshape conservatism arevital to an understanding of the present Tory leadership." BBC News - Books of 2010 "Full of shrewd and astute judgments, it offers a mine offactual information and will for years be an indispensable sourceof understanding of the contemporary Conservative party. This bookis written in a fluent, highly accessible and often witty style anddemonstrates impressive narrative skills." WJM Mackenzie Prize Statement "[An] exhaustive and authoritative account." London Review of Books "This excellent and readable book is a fine account of howdefeated parties turn themselves around." LSE Blog "An invaluable addition to the study of the current Conservativegovernment." Political Studies Review "A hugely impressive achievement - and required reading foranyone who wants to understand the party most likely to run Britainin the new decade." Sunday Business Post "For a contemporary history of British politics, deliciouslyfree of the jargon which usually masks the failure of academics tounderstand their subject, you will read nothing better thanthis." Tribune "In his new, rather good book, the academic Tim Bale provides ahistory of the Tories in the 15 years that preceded Mr Cameron'sascent. Read it and it isn't hard to work out the party'sproblem." Daniel Finkelstein, The Times "A brilliant analysis of why the party found it so hard toaccept that election defeats suggested that it was doing somethingwrong, rather than that the electorate had made a terrible mistake... It is the Labour Party that needs to read this book and askitself how it can get ahead." The Independent "Tim Bale's study of the Conservative Party since 1990 is like aguidebook to a haunted house. Party officials roamed Westminsterseeking exorcism from the ghosts of Thatcher ... His narrative ismasterly and his judgments sound." Simon Jenkins, The Guardian "Anyone with an interest in the Conservatives will be deeplygrateful to Tim Bale for writing such an intelligent andinformative account of the party's decline from 1990 to itsrecovery from 2005 onwards." Politics and Policy "A mountain of insights about the tiny amount of space in whichpolitical leaders make their moves." Independent Arts and Books Supplement "A fascinating account of the recent politics of theConservative Party based on extensive interviews with the key actors." Parliamentary Affairs "A detailed yet splendidly readable study." British Politics "A wonderful insightful account of the Conservative party fromthe denouement of Margaret Thatcher's leadership in 1989/90 throughto the ascent of David Cameron." Party Politics "A highly insightful, and often very funny, commentary on theparty's dysfunctionality in the post-Thatcher era. In this electionyear, if you are going to read one book about the party that mayshortly once again govern our nearest neighbour, read thisone." Irish Times "Excellent ... a very useful first account of how the oldest andmost successful political party in the western world lost itselectoral advantage and then, finally, took years to find its wayagain." Total Politics "A solid, meticulous account." Financial Times "There haven't been a lot of good books published about theConservative Party in recent years, but Tim Bale has written onethat fills the gap ... he tells the story well, combining breezyprose with academic rigour and anecdotes from the keyparticipants." Andrew Sparrow, Guardian.co.uk "Enough detail to delight the most obsessive politico." Representation "It's hard to think of anyone with an interest in Britishpolitics who will not enjoy, and profit from, Tim Bales outstandingbook. His chapters on the Hague and Duncan Smith years inparticular - the latter a man for whom the word 'hapless' couldalmost have been invented - form a kind of 'how not to do it'manual for any political party in opposition. I suspect MessrsMiliband and Balls have already ordered theirs." Waterstones Booksellers "Contains the best account so far of the 'decontamination'strategy pursued by Cameron after his surprise win in theleadership contest of 2005." Progress "Very detailed and convincing." Times of Malta "Bale provides a well-researched and very readable account of[his] thesis." Times Higher Education "Bale's book is useful reminder of the chronology of the mainpolitical events, often stormy, which have taken place over thepast 20 years." House Magazine "An incisive book." Orange Standard "Tim Bale's book firmly avoids 'big picture' explanantionsfocused on single issues like 'sleaze' or Europe, and insteadoffers a detailed analytical narrative of the party leadership fromthe fall of Thatcher to the rise of Cameron. Bale in essenceupdates the old approach of High Politics, epitomised by the lateMaurice Cowling, in which political history is the actions of anarrow band of senior politicians, and fuses this with a modernsocial scientist's understanding of the interrelationship betweenideas, interests and insitutions." Planet Magazine "Tim Bale's study of the death and re-birth of the post-ThatcherConservative Party is a delight to read. It is perky, cheeky,irreverent, packed with revealing quotes and in places deliciouslyfunny. But Bale is not just an entertaining guide to thetribulations of the accident-prone Conservative leaders of therecent past. Only half-concealed by his jaunty prose and wittyasides is a thorough scholar and insightful analyst. His anatomy ofthe modern Conservative Party will hold the field for a long timeto come." David Marquand "Much the best book that has been written on the contemporaryConservative party." Andrew Gamble "Tim Bale has produced the best guide to the changing nature ofthe Conservative Party yet published. He appears to have readeverything and spoken to everyone that matters to produce aneminently readable and interesting book. It should be requiredreading for all students of politics, as well as anyone wanting toknow more about the contemporary Conservative Party." Philip Cowley "How did David Cameron find the key to success which the ToryParty has lost since 1997? Tim Bale's book, while thoroughlyreadable, covers this subject more convincingly and in greaterdepth than most political journalists. He has done an excellentjob." Douglas Hurd "Tim Bale has succeeded in combining an accurate overview of theConservative Party's history from Thatcher to Cameron with a wealthof intimate detail. The combination makes the book a riveting read,and a must for all devotees of modern politics." Baroness Shephard "This is the first comprehensive treatment of the ConservativeParty since Margaret Thatcher. The period has seen extraordinarychanges in the Party's fortunes and now we have a well-researchedand balanced account of what happened." David Willetts MP "It is a meticulously thorough and also very well written book,nicely leavened by its sardonic tone: I laughed out loud more thanonce. It will surely be accepted as a definitive account of thisperiod of the Conservative Party's history-a remorselessexamination of why it took the party so very long to change enoughto win again." Andrew Cooper, founder of Populus and former Director ofStrategy at Conservative Central Office "Tim Bale's well-researched volume is essential reading foranyone who wants to understand the Conservative Party's recenthistory. The book is extremely accessible to the lay reader andchronicles not only some of the party's darkest days, but also itsrediscovery of the will to win under David Cameron." Jonathan Isaby, Co-Editor, ConservativeHome.com "Now poised for national success again Conservatives shouldtreat Tim Bale's timely account of their recent history asessential reading. Detailing the party's highs and lows this bookreminds us of the scale of the challenge that faced David Cameron'snew leadership, and illuminates his strategy for recovery." Jo-Anne Nadler "This is an excellent book immaculately researched. Tim Baletraces the downfall of the Conservative Party leading to thecatastrophic defeat of 1997. He sheds new light on the party'scontinuing slide which was only conclusively ended when DavidCameron became leader and moved back onto the centre ground ofpolitics. He reveals the 'villains' of the story-not least theideologically driven commentators-but his central question goeswider. He asks how it was that a party which had consistentlysought power through the years lost the will to win? It is a bookwhich Conservative politicians would be well advised to read nowthat, at long last, they have the opportunity of returning togovernment." Norman Fowler