Marketing After the Election: The Potential and Limitations of Maintaining a Market Orientation in Government

TY - JOUR

T1 - Marketing After the Election

T2 - The Potential and Limitations of Maintaining a Market Orientation in Government

AU - Lees-Marshment, Jennifer S

N1 - Canadian Journal of Communication.

PY - 2009/6/11

Y1 - 2009/6/11

N2 - Political marketing—the utilization and adaptation of marketing techniques and concepts by political parties—is increasingly used by opposition leaders seeking to win elections the world over. They can adopt a market orientation and develop a product in response to market demands. However, how they maintain a market orientation while in government has rarely been considered. This article discusses how marketing can be used after the election, utilizing new theoretical perspectives and comparative empirical research to create a framework for market-oriented government. It also discusses the potential for marketing to be a tool of good government.

AB - Political marketing—the utilization and adaptation of marketing techniques and concepts by political parties—is increasingly used by opposition leaders seeking to win elections the world over. They can adopt a market orientation and develop a product in response to market demands. However, how they maintain a market orientation while in government has rarely been considered. This article discusses how marketing can be used after the election, utilizing new theoretical perspectives and comparative empirical research to create a framework for market-oriented government. It also discusses the potential for marketing to be a tool of good government.

KW - Political marketing

KW - Political communication

U2 - 10.22230/cjc.2009v34n2a2031

DO - 10.22230/cjc.2009v34n2a2031

M3 - Article

SN - 1499-6642

VL - 34

SP - 205

EP - 227

JO - Canadian Journal of Communication

JF - Canadian Journal of Communication

IS - 2

ER -