Saturday, July 20, 2013

Political marketing – vive la différence! - Information



Political marketing – vive la différence!
Andrew Lock and Phil Harris
Faculty of Management and Business,
The Manchester Metropolitan University, Manchester, UK
European Journal of Marketing,
Vol. 30 No. 10/11, 1996, pp. 14-24.

Posted by Phil Harris on http://www.phil-harris.com/wp-content/uploads/Vive-le-Difference-1996.pdf

The explicit use of techniques in politics which we would now describe as
marketing dates back at least to 1920 in Britain (Wring, 1994). Since the Saatchi
and Saatchi poster – “Labour isn’t working” – it has become commonplace to
speak of political marketing, and many marketers have come to believe that
there is a direct transference of their concepts and tools to the political arena.

In this paper, we consider the differences between political and mainstream
marketing and suggest some areas in which we believe that marketers may
learn from the political science literature. At this stage we confine our analysis
and most of our examples to mainland British politics.

References

Butler, P. and Collins, N. (1994), “Political marketing: structure and process”, European Journal of
Marketing, Vol. 28 No. 1, pp. 19-34.
Farrell, D.M. and Wortmann, M. (1987), “Party strategies in the electoral market: political
marketing in West Germany, Britain and Ireland”, European Journal of Political Research, Vol.
15, pp. 297-318.
Harrop, M. (1990), “Political marketing”, Parliamentary Affairs,Vol. 43 No. 3, pp. 277-92.
Kaid, L.L. and Holtz-Bacha, C. (1995), Political Advertising in Western Democracies: Parties and
Candidates on Television, Sage, Thousand Oaks, CA.
Kavanagh, D. (1995), Election Campaigning: The New Marketing of Politics, Blackwell, Oxford.
Newman, B.I. (1994), The Marketing of the President: Political Marketing as Campaign Strategy,
Sage, Thousand Oaks, CA.
Nossiter, T.J., Scammell, M. and Semetko, H.A. (1995), “Old values versus news values: the British
general election campaign on television”, in Crewe, I. and Gottschalk, B., Political
Communications – the General Election Campaign of 1995, Cambridge University Press,
Cambridge.
O’Shaughnessy, N. (1990), The Phenomenon of Political Marketing, Macmillan, Basingstoke
Rothschild, M. (1978), “ Political advertising: a neglected policy issue in marketing”, Journal of
Marketing Research, Vol. 15 No. 1, pp. 58-71
Wring, D. (1994), “Marketing in British election campaigns: an overview”, working paper
presented at the British Academy of Management Conference, University of Lancaster,
September 1994.

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