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| Author: | Moufahim, M. Lim, M. |
| Title: | Towards a critical political marketing agenda? |
| Journal: | Journal of Marketing Management
2009 : SEP, VOL. 25:7-8 p. 764-776 |
| Index terms: | politics marketing theory consumption production marketing literature |
| Language: | eng |
| Abstract: | The paper conceptualises political marketing as a field which needs to engage more deeply with the symbolic and discursive insights of critical theory, aiming to advance significantly beyond its current theoretical and empirical parameters. Currently, political marketing scholars recognise the need to stretch both theoretical and practical boundaries of marketing of political parties in order to promote a more inclusive research agenda. The paper reviews some of these concerns, analyses their strengths and weaknesses, and proposes a "critical turn" for the field of political marketing based on critical theories of consumption, production and difference. |
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