Butler, Patrick and Harris, Phil (2009) Considerations on the evolution of political marketing theory. Marketing Theory, 9 (2). pp. 149-164. ISSN 1470-5931Full text not available from this repository.
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.
|Uncontrolled Keywords:||political marketing research;political marketing theory development|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||Faculty of Business, Computing and Applied Sciences > 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|