Shouts and whispers: The lobbying campaigns for and against resale price maintenance

Abstract

Reviews a variety of academic and practitioner opinions on different types and definitions of lobbying and the purposes for which it is used, ranging from government relations to marketing communications. Distinguishes between what is termed loud lobbying, typically a highly visible media relations campaign providing an information subsidy to carefully targeted media, for marketing purposes; and quiet lobbying, discreet use of links with legislators, in order to encourage or block legislation. A model is given to aid clarification. The distinction is illustrated using examples of loud and quiet lobbying, including a case study of the campaigns for and against resale price maintenance (RPM). This shows Asda’s lobbying campaign to have been essentially a key element of the company’s marketing strategy. Concludes that the objectives of a lobbying campaign are crucial in determining whether loud or quiet lobbying would be more appropriate.

Citation

Harrison, S. (2000), "Shouts and whispers: The lobbying campaigns for and against resale price maintenance", European Journal of Marketing, Vol. 34 No. 1/2, pp. 207-222. https://doi.org/10.1108/03090560010306296