Comprehensive political marketing: Global political parties, strategy and behaviour

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

    Abstract

    Political marketing is a new, fast-developing area of nonprofit marketing, and like all other areas of non-commercial activity enjoys its fair share of academic debates, ethical issues and practical problems. The study of political marketing historically suffered from the same fate of early business marketing: too much focus on the selling of politics rather than the design of the political product. In the last decade, however, new scholars have applied wider marketing theory to politics in a more effective and illuminating manner. This chapter will set out a comprehensive approach to political marketing, a model of political marketing behaviour for political parties alongside examples of global practice and raise a number of issues and debates within political marketing.

    Original languageEnglish
    Title of host publicationThe Routledge Companion to Nonprofit Marketing
    EditorsAdrian Sargeant, Walter Wymer Jr
    Place of PublicationLondon
    PublisherRoutledge
    Chapter19
    Pages336-350
    Number of pages16
    Edition1
    ISBN (Electronic)0203936027, 9781134114917, 9780429241000
    ISBN (Print)0415417279, 9780203936023
    DOIs
    Publication statusPublished - 2007

    ASJC Scopus subject areas

    • General Economics,Econometrics and Finance
    • General Business,Management and Accounting

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