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| Tekijä: | Andrews, L. |
| Otsikko: | The relationship of political marketing to political lobbying: An examination of the Devonport campaign for the Trident refitting contract |
| Lehti: | European Journal of Marketing
1996 : VOL. 30:10/11, p. 76-99 |
| Asiasana: | DEFENCE POLITICS PRESSURE GROUPS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The subject of marketing a business proposition to a political audience has not received much attention in literature investigating political marketing. This study argues that the principles and ways of analysing the development of a political campaign have application to the analysis of lobbying campaigns. The process of lobbying needs to be demystified and explained; it is a normal part of business. There are numbers of forums for activity, and successful lobbying depends on an understanding of all these forums drawing on range of analytical business skills. |
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