The growth of the political marketing industry and the California initiative process
Shaun Bowler
(University of California, Department of Political Science, Riverside, California, USA)
Todd Donovan
(Western Washington University, Department of Political Science, Bellingham, Washington, USA)
Ken Fernandez
(University of California, Department of Political Science, Riverside, California, USA)
1752
Abstract
Looks at the California initiative (referendum) process and its development. Outlines the political marketing industry, its techniques and development, as part of the initiative process. Examines the marketing industry in California and campaign techniques and practices. Considers why an industry devoted to political marketing arose when it did, over and above the simple adoption of campaigning techniques.
Keywords
Citation
Bowler, S., Donovan, T. and Fernandez, K. (1996), "The growth of the political marketing industry and the California initiative process", European Journal of Marketing, Vol. 30 No. 10/11, pp. 166-178. https://doi.org/10.1108/03090569610149872
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited