Political marketing and the marketing concept
Abstract
Refers to the argument that examining political and electoral processes from a marketing perspective offers new insights into the behaviour of political parties. However, research into the marketing activities of political parties is still growing at this stage, and very few papers address the marketing orientation of political parties, while none address the marketing concept. Presents the findings of an exploratory research project carried out in Queensland. The results indicate that key political marketing decision makers within the party examined often have a limited understanding of the marketing concept. The researcher’s redefinition of the marketing concept into political terms received a high level of acceptance from certain groups of respondents within the study. Shows that the marketing concept with its customer centred orientation created a major concern from the perspective of the state executive decision‐making category interviewed in this study. This was so primarily because this key decision‐making category indicated the role and significance of the voter (customer) in developing the political product is negligible.
Keywords
Citation
O’Cass, A. (1996), "Political marketing and the marketing concept", European Journal of Marketing, Vol. 30 No. 10/11, pp. 37-53. https://doi.org/10.1108/03090569610149782
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited