Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 205-227 |
| Number of pages | 23 |
| Journal | Canadian Journal of Communication |
| Volume | 34 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 11 Jun 2009 |
Keywords
- Political marketing
- Political communication