Friends and relations: long‐term approaches to political campaigning

DEAN, Dianne and CROFT, Robin (2001). Friends and relations: long‐term approaches to political campaigning. European Journal of Marketing, 35 (11/12), 1197-1217.

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Proposes a prescriptive model for political marketing based loosely on the Six Markets Model of relationship marketing. The rationale for this is to be found in an analysis of the historical treatment of political marketing, from within both disciplines. Argues that many of the conventional axioms of marketing are inappropriate in politics, and observes how in political science, as in marketing itself, there is a questioning ofthe fundamental rational foundations of anumber of key theoretical constructs. In proposing a multiple markets model for politics, cites as evidence the fact that many of the approaches advocated appear already to have been adopted during the 1997 general election campaign of the British Labour Party.

Item Type: Article
Uncontrolled Keywords: 15 Commerce, Management, Tourism And Services; Marketing
Identification Number:
Page Range: 1197-1217
SWORD Depositor: Symplectic Elements
Depositing User: Symplectic Elements
Date Deposited: 29 Apr 2020 15:15
Last Modified: 18 Mar 2021 01:52

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