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| Author: | Wring, D. |
| Title: | Reconciling marketing with political science: theories of political marketing |
| Journal: | Journal of Marketing Management
1997 : OCT, VOL. 13:7, p. 651-663 |
| Index terms: | MARKETING THEORIES POLITICS |
| Language: | eng |
| Abstract: | This paper has two broad aims: to trace the theoretical development of political marketing and then demonstrate how these concepts can be used in the analysis of election campaigns. Electioneering is not the sole manifestation of marketing in politics but it is the most obvious. Whilst much of this material concentrates on the once neglected work of campaign practitioners, the more theoretical explorations of the intersection between marketing and politics have tended to appear in management journals. |
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