search query: @author Collins, N. / total: 4
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| Author: | Butler, P. Collins, N. |
| Title: | Strategic analysis in political markets |
| Journal: | European Journal of Marketing
1996 : VOL. 30:10/11, p. 32-44 |
| Index terms: | STRATEGY MARKETS MARKETING CONCEPT EVALUATION POLITICS |
| Language: | eng |
| Abstract: | This paper applies a strategic framework of competitive market positioning to political parties, presuming that political scientist currently analysing political marketing without reference to the marketing discipline, could make some use of. The analysis requires that political parties are regarded as analogous to commercial organizations in industrial markets. The framework gives a competitive positioning map of the market, informing marketing and campaign decisions and guiding strategic direction. The framework brings things such as competitive analysis, party and candidate positioning, and relevant strategies to the political market context. |
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