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Political Marketing and Professionalized Campaigning: A Conceptual Analysis
Mittuniversitetet, Fakulteten för naturvetenskap, teknik och medier, Institutionen för informationsteknologi och medier.ORCID-id: 0000-0001-5964-102X
2007 (Engelska)Ingår i: Journal of Political Marketing, ISSN 1537-7857, E-ISSN 1537-7865, Vol. 6, nr 2-3, s. 49-67Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

During the last decade a number of scholars have argued that political campaigning has become professionalized, and that political marketing has become the new dominant campaign paradigm. However, the conceptual relationship between political marketing and the professionalization of political campaigning is unclear. Furthermore, the distinction between political marketing, market orientation, and marketing techniques is often blurred. At the same time, most of the literature is dominated by either an American or British perspective. This makes it unclear as to whether these concepts should be viewed as general concepts, or as concepts relevant primarily for countries that share some specific set of political institutions. In this backdrop, the purpose of this article is to analyze (1) the conceptual relationship between political marketing, market orientation, marketing techniques, and professionalization of political campaigning, and (2) whether contemporary concepts of political marketing and the professionalization of political campaigning are equally applicable to all modern democracies regardless of, for example, political system and other country-specific factors. It also outlines a theory of strategic party goals for multiple arenas.

Ort, förlag, år, upplaga, sidor
2007. Vol. 6, nr 2-3, s. 49-67
Nyckelord [en]
political marketing, professionalized campaigning, market-orientation, professionalization
Nationell ämneskategori
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Identifikatorer
URN: urn:nbn:se:miun:diva-1261DOI: 10.1300/J199v06n02_04Scopus ID: 2-s2.0-34548507950Lokalt ID: DEMICOMOAI: oai:DiVA.org:miun-1261DiVA, id: diva2:26293
Tillgänglig från: 2008-09-30 Skapad: 2008-09-30 Senast uppdaterad: 2017-12-13Bibliografiskt granskad

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