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Lecture 2-Political Marketing

The document discusses political marketing as a growing sub-discipline that applies marketing concepts to political parties and democratic governance. It involves symbolic and discursive insights. The document also notes that political marketing attracts different disciplines including marketing, media/communications, political science, and international relations. Current research on political marketing does not fully utilize modern marketing theory or incorporate developments like market orientation.

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ahelmy
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28 views7 pages

Lecture 2-Political Marketing

The document discusses political marketing as a growing sub-discipline that applies marketing concepts to political parties and democratic governance. It involves symbolic and discursive insights. The document also notes that political marketing attracts different disciplines including marketing, media/communications, political science, and international relations. Current research on political marketing does not fully utilize modern marketing theory or incorporate developments like market orientation.

Uploaded by

ahelmy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Political marketing

A growing sub-discipline has been applied


productively to the marketing of political parties , and
more broadly, to the processes of democratic
governance.

Critical political marketing

It involves symbolic and discursive insights

Seminar Marketing - September


2011- MBA 1
In the words of one Congressman
I am not only a news maker, but a news
man - perhaps the most widely read
journalist in my district. I have a radio
show, a television programme, and a
news column with a circulation larger
than that of most of the weekly
newspapers in my district (OShaughnessy
1990, p. 70)

Seminar Marketing - September


2011- MBA 2
Attraction of different disciplines

Marketing

Media and communications

Political science

International relations

Seminar Marketing - September


2011- MBA 3
Power and political marketing

Does political marketing relates to


power?

Legitimate-coercive-reward-referent-
expert

Seminar Marketing - September


2011- MBA 4
PM field

Political marketing is essentially an


interdisciplinary subject of marketing and
political science: taking the explanandum from
politics and the explanans from marketing
theory (Hunt 1983)

Political marketing management, i.e. the use of


marketing strategies, concepts, and tools in
the political exchange

Seminar Marketing - September


2011- MBA 5
Current research on PM
Currently, research on political marketing does
not, in the majority, utilise state-of-the-art
marketing theory and the underlying
multiplicity of schools that have become
prominent in marketing

Political marketing theory has also neglected to


incorporate major developments as part of the
leading (managerial) paradigm, e.g. market-
orientation (Jaworski and Kohli 1993)
Seminar Marketing - September
2011- MBA 6
Seminar Marketing - September
2011- MBA 7

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