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| Tekijä: | Baines, P.R. Plasser, F. |
| Otsikko: | The "Americanisation" myth in European political markets: a focus on the United Kingdom |
| Lehti: | European Journal of Marketing
2001 : VOL. 35:9-10, p. 1099-1116 |
| Asiasana: | MARKET ENTRY MARKETING POLITICS UNITED KINGDOM USA |
| Kieli: | eng |
| Tiivistelmä: | The existing debate in the political science literature on the transfer of US campaign expertise to Western Europe is largely based on observations of campaign evolution and, to a limited degree, on surveys of US political consultants. This article attempts to provide a deeper understanding of some of the problems associated with the practical application of US political marketing expertise in European political markets, focusing primarily on the UK. |
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