Journal ArticleDOI
The marketing of political marketing
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The authors argue that political marketing programs can sometimes do harm, and two case studies from Canada and Britain are examined to illuminate the differences in commercial and political contexts, differences of which practitioners must be aware if they are to utilise political marketing to its best advantage.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. We argue specifically that political marketing programmes can sometimes do harm, and two case studies – from Canada and Britain – are examined to illuminate this. The claim is that marketing is thus less relevant in politics, both at the level of description and prescription. The broader aim of the article is to sensitise students and researchers alike to the differences in commercial and political contexts, differences of which practitioners must be aware if they are to utilise political marketing to its best advantage.read more
Citations
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Brand Leaders: Clinton, Blair and the Limitations of the Permanent Campaign:
TL;DR: This paper used the concepts of branding and relationship marketing to highlight the difference between gaining support in the one-off transaction of an election and retaining voter loyalty in a post-purchase setting.
Journal ArticleDOI
Network view of MNCs' socio-political behavior
TL;DR: In this article, the authors studied how MNCs manage their relationship with socio-political organizations and developed a theoretical view that is based in business networks and contains the three concepts of legitimacy, commitment and trust.
Journal ArticleDOI
The role of networks and matching in market entry to emerging retail markets
TL;DR: In this article, the authors investigated how a retailer identifies critical network actors and gains their support when entering an emerging market and examined the role of a firm's relationships with different types of actors on the new market.
Journal ArticleDOI
Measuring political brand equity: a consumer oriented approach
Alan French,Gareth Smith +1 more
TL;DR: In this paper, a consumer-oriented approach is developed for mapping the political brand and the brand maps are analyzed to discern brand characteristics, and methods are developed to assess the power of political brands and concomitantly, political brand equity.
Journal ArticleDOI
A Conceptual Model of Political Market Orientation
TL;DR: In this article, the authors propose eight constructs of a conceptual model of political market orientation, taking inspiration from the business and political marketing literature, and describe the process of how information flows through the organisation.
References
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Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Book
Dirty Politics: Deception, Distraction, and Democracy
TL;DR: Dirty Politics as mentioned in this paper provides an eye-opening look at political ads and speeches, showing us how to read, listen to, and watch political campaigns, and provides a sophisticated (and often humorous) analysis of advertising technique.
Book
The British General Election of 1992
TL;DR: A Changed Scene: 1987-1992 Conservatives: Thatcher to Major Labour: Seeking Electability Liberal Democrats and Peripheral Politics The Near Term Campaign: Winter 1991-92 The Deceptive Battle: March-April 1992 The Waterloo of the Polls Politics on the Air: Martin Harrison A Tabloid War: Martin Harrop and Margaret Scammell MPs and Candidates: Byron Criddle The Local Battle Retrospect: Mistakes and Triumphs A Critical Election? Appendix Select Bibliography Index.