To Spin or not to Spin, that is the Question: The Emergence of Modern Political Marketing

Harris, Phil

doi:10.1362/1469347012569436

Cited by 42 publications

(26 citation statements)

References 60 publications

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“…Political marketing, as a new subdiscipline, has sought legitimacy for its theoretical basis by borrowing from conventional marketing concepts such as 'marketing orientation' (Narver and Slater, 1990; Kohli and Jaworski, The paper is structured as follows. Following this introduction, the second section identifies key strands in the debates between mainstream political marketing literature and emerging ideas on the intersections between business and politics (see Baines and Egan, 2001;Harris, 2001;Butler and Collins, 1994;Niffenegger, 1989). The third section focuses on the foundations (and, by implication, the rationale) for a critical research agenda.…”

Section: Introductionmentioning

confidence: 99%

Towards a critical political marketing agenda?

Moufahim¹,

Lim²

2009

Journal of Marketing Management

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This paper conceptualizes political marketing as a field which needs to engage more deeply with the symbolic and discursive insights of critical theory in order to advance significantly beyond its current theoretical and empirical parameters. Although the marketing theories and concepts which have influenced this growing sub-discipline have been applied productively to the marketing of political parties (and, more broadly, to the processes of democratic governance), political marketing scholars now recognize the need to stretch both its theoretical and practical boundaries in order to promote a more inclusive research agenda. This paper reviews some of these concerns, analyses their strengths and weaknesses and proposes a 'critical turn' for the field of political marketing based on critical theories of consumption, production and difference.

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Section: Introductionmentioning

confidence: 99%

Towards a critical political marketing agenda?

Moufahim¹,

Lim²

2009

Journal of Marketing Management

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“…The 'personalisation' of politics, a situation in which the 'the party leader is at the centre of its brand image' (Lock and Harris, 1996, p. 17), is well documented within political marketing literature, (Harris, 2001). However, it is the apparent prioritisation of a focus upon personal characteristics and personality assassination over and above policy discussion that should raise concerns for political consumers and political brands alike on three main counts.…”

Section: Discussionmentioning

confidence: 99%

Positively negative: the impact of negativity upon the political consumer

Lloyd

2007

J of Philanthropy and Mktg

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For years there has been an ongoing debate as to the role and impact that 'marketing' has had on politics. Yet, it is the case that many of the concepts associated with the field of marketing have real relevance and have, in fact, been employed within the field of political campaigning for many decades. This is an empirical paper that focuses upon the concept of political brands and the impact that current trends in campaign strategy, and in particular the growth and continued use of negative campaigning, have upon them. Using a constructivist grounded theory approach, the implications associated with such activity are examined and, in particular, its effect upon the consumer/brand relationship. Within the consideration of the results, it becomes clear that political brands' use of negative campaigning is somewhat shortsighted; offering short-term gains but at the cost of long-term damage not only to their brand image but also to the wider democratic system as it stands. In a search for political 'brands' that more effectively meet their needs, there appears a tendency for political consumers to now look outside of the conventional political sector. The emergent concept of the 'negative brand' is explored together with the implications for political consumers, political brands and the wider field of conventional party politics.

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“…Za příklady jeho využití pak uvádí prezidentskou kampaň G. W. Bushe v roce 2000 nebo vládní období jeho předchůdce B. Clintona. Načež uvádí několik publikací, které se těmito tématy blíže zabývají (Harris 2001;Newman 1993Newman , 2001cit. dle Henneberg 2006b: 38).…”

Section: Shrnutí a Diskuseunclassified

Role populismu ve volebním marketingu hnutí ANO před parlamentními volbami v roce 2013

Kubánek¹

2016

SEPS

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To Spin or not to Spin, that is the Question: The Emergence of Modern Political Marketing

Cited by 42 publications

References 60 publications

Towards a critical political marketing agenda?

Towards a critical political marketing agenda?

Positively negative: the impact of negativity upon the political consumer

Role populismu ve volebním marketingu hnutí ANO před parlamentními volbami v roce 2013

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