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| Author: | Newman, B. I. |
| Title: | Editorial: Broadening the Boundaries of Marketing: Political Marketing in the New Millennium |
| Journal: | Psychology & Marketing
2002 : DEC, VOL. 19:12, p. 983-986 |
| Index terms: | MARKETING POLITICS CONSULTANTS ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | This Special Issue includes several cutting-edge papers on the subject of political marketing from an international array of scholars. Perhaps what will be of greatest interest to the broad cross section of readers of this journal will be the insight gained from the use of marketing in the political marketplace to the more traditional applications that are made in the commercial marketplace. Whereas politicians and their strategists have relied upon marketing concepts and techniques to sell their candidates and parties over the past 25 years, the authors are witnessing a reverse trend now, with corporations beginning to hire consultants who have successfully marketed candidates. |
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