Marketing and political campaigning: mutually exclusive or exclusively mutual

Baines, Paul R. and Egan, John (2001) Marketing and political campaigning: mutually exclusive or exclusively mutual. Qualitative market research, 4 (1) . pp. 25-33. ISSN 1352-2752 [Article] (doi:10.1108/13522750110364541)


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.

Item Type: Article
Research Areas: A. > Business School > Leadership, Work and Organisations
Item ID: 1679
Depositing User: Repository team
Date Deposited: 24 Mar 2009 08:53
Last Modified: 13 Oct 2016 14:13

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