Marketing and political campaigning: mutually exclusive or exclusively mutual
Full text is not in this repository.
This item is available in the Library Catalogue
Questions the nature of marketing methods in political campaigns based on a grounded theoretical approach conducted using in-depth interviews. Suggests that if marketing success is measured solely by the level of turnout then the use of marketing in political campaigns would appear to be failing. Other reasons, however, may also explain this lack of success. The use of marketing may be less effective because the “market” is more restrictive, or marketing methods whilst actually being appropriate may be being used inappropriately. Concludes that, although the political “market” is different and restrictive, this does not negate the role of marketing in political campaigning.
|Research Areas:||Business School > Leadership, Work and Organisations|
|Deposited On:||24 Mar 2009 08:53|
|Last Modified:||12 May 2014 15:37|
Repository staff and depositor only: item control page
Full text downloads (NB count will be zero if no full text documents are attached to the record)
Downloads per month over the past year