Misusing marketing in misleading voters
Colin Jevons
(Senior Lecturer in the Department of Marketing, Monash University, Caulfield East, Australia)
Jane Carroll
(Sessional Lecturer in the Department of Marketing, Monash University, Caulfield East, Australia)
812
Abstract
For countless centuries leaders have used external threats as a way of unifying their populations. In these currently troubled times, political marketers can be tempted to take the easy option of following (or even stimulating) uninformed emotion among their voters rather than assuming moral and intellectual leadership. This article describes a recent example of this and highlights the potential pitfalls of such an approach.
Keywords
Citation
Jevons, C. and Carroll, J. (2004), "Misusing marketing in misleading voters", Journal of Consumer Marketing, Vol. 21 No. 5, pp. 299-300. https://doi.org/10.1108/07363760410549122
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited