Considerations on the evolution of political marketing theory

Butler, Patrick and Harris, Phil (2009) Considerations on the evolution of political marketing theory. Marketing Theory, 9 (2). pp. 149-164. ISSN 1470-5931

Full text not available from this repository.

Abstract

The significance of politics and election for societies demands the integrated engagement of researchers in politics and marketing. The natural diversity of political contexts, structures and processes complicates the process of theory development in political marketing, but continuous change in political marketplaces provides a rich ground for study. Recent considerations on the evolving dominant logic of marketing – a perspective that emphasizes intangible resources, the co-creation of value and sustainable relationships – resonate with the interests of political marketing scholars. The extension of marketing models to social and political contexts increases their contribution to societal welfare; directions for future work in the field are proposed.

Item Type: Article
Uncontrolled Keywords: political marketing research;political marketing theory development
Subjects: H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Ineke Tijsma
Date Deposited: 16 Mar 2015 16:20
Last Modified: 16 Mar 2015 16:20
URI: http://eprints.glos.ac.uk/id/eprint/1442

University Staff: Request a correction | Repository Editors: Update this record

University Of Gloucestershire

Bookmark and Share

Find Us On Social Media:

Social Media Icons Facebook Twitter Google+ YouTube Pinterest Linkedin

Other University Web Sites

University of Gloucestershire, The Park, Cheltenham, Gloucestershire, GL50 2RH. Telephone +44 (0)844 8010001.