Marketing the British Conservatives 1997-2001

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)

Abstract

During 1997-2001 the Conservative Party utilised many concepts and techniques from marketing but this yielded little success in the general election. This article explores the story behind this result: the attempts made by the leader William Hague to use political marketing and make the Party more responsive to voters, the obstacles he faced in changing the Conservatives at all levels; the final product they offered to voters in 2001, and the Party's communication efforts in the years before the election and the campaign. Overall, analysis indicates the difficulty but also the importance of marketing political parties.

Original languageEnglish
Pages (from-to)929-941
Number of pages13
JournalJournal of Marketing Management
Volume17
Issue number9-10
DOIs
Publication statusPublished - Nov 2001

Keywords

  • 2001 ELECTION
  • CONSERVATIVE PARTY
  • POLITICAL MARKETING
  • POLITICAL PARTIES
  • WILLIAM HAGUE

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

Fingerprint

Dive into the research topics of 'Marketing the British Conservatives 1997-2001'. Together they form a unique fingerprint.

Cite this