Search
  Advanced Search
 
Journal search
Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Previous article.Icon: Print.Table of Contents.Next article.Icon: .

Political Marketing: Structure and Process


Document Information:
Title:Political Marketing: Structure and Process
Author(s):Patrick Butler, (University of Ulster, N. Ireland), Neil Collins, (University of Ulster, N. Ireland)
Citation:Patrick Butler, Neil Collins, (1994) "Political Marketing: Structure and Process", European Journal of Marketing, Vol. 28 Iss: 1, pp.19 - 34
Keywords:Marketing, Political parties, Politics
Article type:General review
DOI:10.1108/03090569410049154 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Suggests that political campaigners are faced with marketing problems and opportunities. Acknowledges the increasing professional marketing activity in political campaigns. Examines the similarities and differences between elections and other marketplaces. In considering marketing in the political/electoral context, upholds the convention of examining the distinctive marketing features of the “industry”, and drawing out the management implications of these. Presents a model of political marketing in terms of structural and process characteristics. Structural characteristics include the nature of the product, the organization and the market; outlines the marketing management implications of these. Process characteristics are concerned with the procedures and systems which govern marketing activity and their implications; briefly proposes appropriate strategic responses for each.



Fulltext Options:

Login

Login

Existing customers: login
to access this document

Login


- Forgot password?
- Athens/Institutional login

Purchase

Purchase

Downloadable; Printable; Owned
HTML, PDF (0kb)Purchase

To purchase this item please login or register.

Login


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian


Marked list


Bookmark & share

Reprints & permissions