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Towards a marketing communications model for small political parties: A primary principles strategic perspective for developed countries

Alkis Thrassou (School of Business, University of Nicosia, Nicosia, Cyprus)
Demetris Vrontis (School of Business, University of Nicosia, Nicosia, Cyprus)
,
Masaaki Kotabe (The Fox School of Business and Management, The Center for International Business Research and Education, Temple University, Philadelphia, Pennsylvania, USA)

Cross Cultural Management: An International Journal

ISSN: 1352-7606

Article publication date: 2 August 2011

Abstract

Purpose

Through a comprehensive literature review and data analysis, the purpose of this paper is to adopt a multi‐perspective interrelation of different dimensions of existing theory to eventually bridge the fields of political and business marketing, identify the underlying causes of voter behaviour, and distil the critical factors of small political parties' (SPPs') strategic marketing communications (MCs) success. The research finally develops a preliminary conceptual strategic MCs model for SPPs that fits the context of developed countries and concentrates on the strategic aspects of MCs.

Design/methodology/approach

The paper is largely conceptual and is based on an extensive literature review and secondary data; strengthened through additional and focused quantitative and qualitative data.

Findings

The findings indicate an increasing association between business and political marketing, an environmental context that stimulates and nurtures a symbiotic relationship between parties and voters, an enhanced role of “perception management”, and substantial divergence of SPP reality from classical theory.

Research limitations/implications

Further and focused primary research is required towards model testing.

Practical implications

A scientific basis is provided for practical strategic implementation of MCs by SPPs.

Originality/value

The research value stems from its focus on SPPs, its contribution to the generic discussion on business marketing theory applicability to politics; its reinforcement of existing research on the subject through further data and analyses; and additionally to existing researches' focus, its concentration on the strategic aspects of the subject and its contribution to literature of an analogous strategic political marketing model.

Keywords

Citation

Thrassou, A., Vrontis, D. and Kotabe, M. (2011), "Towards a marketing communications model for small political parties: A primary principles strategic perspective for developed countries", Cross Cultural Management: An International Journal, Vol. 18 No. 3, pp. 263-292. https://doi.org/10.1108/13527601111152824

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited