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| Author: | Butler, P. Collins, N. |
| Title: | Political marketing: structure and process |
| Journal: | European Journal of Marketing
1994 : VOL. 28:1, p. 19-34 |
| Index terms: | MARKETING POLITICAL PARTIES POLITICS |
| Language: | eng |
| Abstract: | This article suggests that political campaigners are faced with marketing problems and opportunities. It acknowledges the increasing professional marketing activity in political campaigns. The paper examines the similarities and differences between elections and other marketplaces. In considering marketing in the political/electoral context, the paper upholds the convention of examining the distinctive marketing features of the "industry", and drawing out the management implications of these. |
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