Political Marketing – Vive La Différence!
نویسنده
چکیده
Introduction 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. To an extent this has been true, but there are a number of key differences between conventional product and service marketing settings, and the political choice process and how it may be influenced. These have received little, if any, attention in the literature to date. In addition, while the subject is beginning to develop some taxonomic frameworks, there has been a dearth of published work measuring and predicting the effect of political advertising and other communication tools. 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.
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