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.
AIMTo outline the physiochemical properties and specific clinical uses of Plasma-Lyte 148 as choice of solution for fluid intervention in critical illness, surgery and perioperative medicine.METHODSWe performed an electronic literature search from Medline and PubMed (via Ovid), anesthesia and pharmacology textbooks, and online sources including studies that compared Plasma-Lyte 148 to other crystalloid solutions. The following keywords were used: “surgery”, “anaesthesia”, “anesthesia”, “anesthesiology”, “anaesthesiology”, “fluids”, “fluid therapy”, “crystalloid”, “saline”, “plasma-Lyte”, “plasmalyte”, “hartmann’s”, “ringers” “acetate”, “gluconate”, “malate”, “lactate”. All relevant articles were accessed in full. We summarized the data and reported the data in tables and text.RESULTSWe retrieved 104 articles relevant to the choice of Plasma-Lyte 148 for fluid intervention in critical illness, surgery and perioperative medicine. We analyzed the data and reported the results in tables and text.CONCLUSIONPlasma-Lyte 148 is an isotonic, buffered intravenous crystalloid solution with a physiochemical composition that closely reflects human plasma. Emerging data supports the use of buffered crystalloid solutions in preference to saline in improving physicochemical outcomes. Further large randomized controlled trials assessing the comparative effectiveness of Plasma-Lyte 148 and other crystalloid solutions in measuring clinically important outcomes such as morbidity and mortality are needed.
Applies an established strategic framework of competitive market positioning to political parties, suggesting that political scientists who are currently analysing political marketing without reference to the marketing discipline, could benefit thereby. If the marketing paradigm is to influence another discipline, it must first be tendered in broad, generic terms, and address matters at the strategic level. Presents examples from many electoral contexts (or markets). The analysis requires that political parties in a democratic system be regarded as analogous to commercial organizations in industrial markets. In doing so, it eschews traditional political ascriptions such as left‐ and right‐wing. The labels used to describe the parties are leader, challenger, follower and nicher. This framework offers a competitive positioning map of the market that will inform marketing and campaign decisions, and guide strategic direction. Shows how fundamental issues such as competitive analysis, party/candidate positioning, and relevant strategies are brought to the political marketing context.
The notion that political marketing occurs only during formal campaign periods is discarded in the political marketing literature. Political campaigns, rather than being periodic, are “permanent”. Accordingly, the attention of political marketers must increasingly turn to the analysis of how and when politicians serve their communities or constituencies. Indeed, the kinds of services commonly associated with political influence and constituency activity indicate a convergence of politics and public sector service provision. In this essay, the nature and effects of constituency‐focused service delivery are examined as an integral part of political marketing.
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