ACORN in the Political Marketplace

Abstract

Articulates the concept of market segmentation and examines, critically, how the main segmentation procedures lead to the conclusions that the main concern ought to be the classification of people in terms of usage of product and attitudes. Examines a new tool available to management (ACORN) a classification of residential neighbourhoods. States that in the UK 1983 General Election it emerged that nearly 40 per cent of the electorate did not vote for the party of their social class. Discusses segmentations in the electoral marketplace, which is preceded by a literature review. Concludes that the application of modern marketing techniques is ongoing in the electoral marketplace with regard to the UK. Finds that ACORN group findings of field research, undertaken to test claims, establishes that political attitudes changed regarding them during election campaigns.

Citation

Yorke, D.A. and Meehan, S.A. (1986), "ACORN in the Political Marketplace", European Journal of Marketing, Vol. 20 No. 8, pp. 63-76. https://doi.org/10.1108/EUM0000000004663