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| Author: | O'Shaughnessy, N. |
| Title: | The marketing of political marketing |
| Journal: | European Journal of Marketing
2001 : VOL. 35:9-10, p. 1047-1057 |
| Index terms: | EFFECTIVENESS MARKETING POLITICS |
| Language: | eng |
| Abstract: | Has political marketing been over-marketed? This article - taking a definition of political marketing that (controversially) excludes news management and "spin" control - does not seek to "prove" that it has, merely to suggest that the impact of marketing in politics is not directly analogous to its effectiveness in business because of differences between a business context and a political one. |
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