Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Unlike other textbooks, this text explicitly focuses on the theoretical underpinnings and cutting edge concepts used by political parties, allowing students to gain key insights into how they win elections and remain in power. With an engaging and thought provoking topic selection, these field-leading authors have ensured that this often complex and theoretically advanced topic is clearly accessible for a student audience and novice researchers.
Key features of each chapter include:
Short chapter introduction and learning summaries; Discussion questions to share in the classroom; Annotated suggestions for further reading; Lists of key terms to consider
This text is essential reading for advanced undergraduate and postgraduate students on political marketing courses.
Dr Robert P. Ormrod, University of Aarhus, Denmark
Dr Stephan C. Henneberg, University of Manchester
Professor Nicholas J. O'Shaughnessy, Queen Mary, University of London
Chapter 2: Defining Political Marketing
Defining Political Marketing
After reading this chapter, you should be able to:
- identify existing definitions of political marketing
- explain why the concepts of exchange, relationships and stakeholders are essential to our understanding of political marketing
- define political marketing as a field of research.
Up until now, definitions of political marketing have mirrored developments in the definition of commercial marketing (Henneberg, 2002). However, recent ...