TY  - JOUR
AB  - Margaret Thatcher enjoys an international reputation as a conviction politician. In her latter years as Prime Minister, and ever more since her resignation she has come to symbolize “principled politics” in contrast both to her own successor and her political opponents, who are perceived more ambiguously, bowing to public opinion and/or party pressure. Yet, in her early years as leader, it was Mrs Thatcher who was criticized as a “packaged politician”. Argues that she entrenched political marketing in modern British politics and her campaigns provided the model which her opponents have now followed. Set within a historical context, Examines the uses, successes and failures of marketing under Thatcher and argues that she managed to reconcile the superficially contradictory couplet of marketing and political conviction.
VL  - 30
IS  - 10/11
SN  - 0309-0566
DO  - 10.1108/03090569610149836
UR  - https://doi.org/10.1108/03090569610149836
AU  - Scammell Margaret
PY  - 1996
Y1  - 1996/01/01
TI  - The odd couple: marketing and Maggie
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 114
EP  - 126
Y2  - 2024/04/24
ER  -