haku: @indexterm CUSTOMERS / yhteensä: 1341
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| Tekijä: | Ormrod, R.P. Henneberg, S.C. |
| Otsikko: | Understanding voter orientation in the context of political market orientation: is the political customer king? |
| Lehti: | Journal of Marketing Management
2010 : FEB, VOL. 26:1-2, p. 108-130 |
| Asiasana: | politics marketing strategy voting stakeholders customers |
| Kieli: | eng |
| Tiivistelmä: | The paper presents a conceptual framework and measurement model of political market orientation (hereafer as: PMO). The relationships between different behavioural aspects of PMO and the attitudinal influences of such behaviour are analysed, and the paper includes structural equation modelling to test several hypotheses. The results show that political parties focus on several different aspects of market-oriented behaviour, especially using an internal and societal orientation as cultural antecedents, but a more surprising finding is the inconclusive effect of a voter orientation on PMO. This supports the argument of 'looking beyond customers' in political marketing research and practice. |
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