Suggests that insufficient attention has been given to the significant differences between political and product or service marketing. The rise in awareness of
relationships has coincided with a decline of party membership in Britain and an increased distance between party and voter. Considers the between party leader, brand image, exposure and awareness. Notes the current absence of predictive and prescriptive theories of political marketing action, and the relative significance of exogeneous factors in electoral success. Crossovers between conventional marketing, political science and political marketing are identified for future study
relationships has coincided with a decline of party membership in Britain and an increased distance between party and voter. Considers the between party leader, brand image, exposure and awareness. Notes the current absence of predictive and prescriptive theories of political marketing action, and the relative significance of exogeneous factors in electoral success. Crossovers between conventional marketing, political science and political marketing are identified for future study
Crossovers between conventional marketing, political science and political marketing are identified for future study
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