Commentary ‐ Machiavelli, political marketing and reinventing government

Phil Harris (The Centre for Corporate and Public Affairs, The Manchester Metropolitan University and Visiting Professor, University of Otago, Dunedin, New Zealand)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 October 2001

Abstract

Niccolò Machiavelli is used as a guide to some of the key issues facing modern government and applies his insights into the effective management and development of civic society. Political marketing, good governance, lobbying, ethics and effective communication with the consumer is developed.

Keywords

Citation

Harris, P. (2001), "Commentary ‐ Machiavelli, political marketing and reinventing government", European Journal of Marketing, Vol. 35 No. 9/10, pp. 1136-1154. https://doi.org/10.1108/EUM0000000005962

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Publisher

:

MCB UP Ltd

Copyright © 2001, MCB UP Limited

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