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Political marketing ‐ vive la différence!

Andrew Lock (Faculty of Management and Business, The Manchester Metropolitan University, Manchester, UK)
Phil Harris (Faculty of Management and Business, The Manchester Metropolitan University, Manchester, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 October 1996

10211

Abstract

Suggests that insufficient attention has been given to the significant differences between political and product or service marketing. The rise in awareness of political marketing has coincided with a decline of party membership in Britain and an increased distance between party and voter. Considers the relationships between party leader, brand image, exposure and awareness. Notes the current absence of predictive and prescriptive theories of political marketing action, and the relative significance of exogeneous factors in electoral success. Crossovers between conventional marketing, political science and political marketing are identified for future study.

Keywords

Citation

Lock, A. and Harris, P. (1996), "Political marketing ‐ vive la différence!", European Journal of Marketing, Vol. 30 No. 10/11, pp. 14-24. https://doi.org/10.1108/03090569610149764

Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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