search query: @indexterm MARKETING CONCEPT / total: 142
reference: 44 / 142
| Author: | O'Cass, A. |
| Title: | Political marketing and the marketing concept |
| Journal: | European Journal of Marketing
1996 : VOL. 30:10/11, p.45-61 |
| Index terms: | DECISION MAKING MARKETING CONCEPT POLITICS |
| Language: | eng |
| Abstract: | Examining political and electoral processes from marketing perspective offers new insight into the behavior of political parties. The results of a research project made in Australia indicate that key political marketing decision makers within the party examined have limited understanding of the marketing concept. The marketing concept with it's customer-centred orientation created a major concern from the perspective of the state executive decision-making category primarily because key decision-making category indicated that the role of the voter or customer in developing the political product is insignificant. |
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