Marketing the Political Product
David M. Reid
(Department of Business Studies, University of Edinburgh)
2568
Abstract
That the business of vote winning is essentially a marketing problem is illustrated, and how knowledge of consumer behaviour can be interrelated with the principles of persuasion and thus utilised in the formulation of political marketing strategies is highlighted.
Keywords
Citation
Reid, D.M. (1988), "Marketing the Political Product", European Journal of Marketing, Vol. 22 No. 9, pp. 34-47. https://doi.org/10.1108/EUM0000000005299
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited