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. doi:10.1177/1470593109103022

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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
Article Type: Article
Uncontrolled Keywords: political marketing research;political marketing theory development
Subjects: H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Ineke Tijsma
Date Deposited: 16 Mar 2015 16:20
Last Modified: 07 Aug 2023 15:05

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