Online citations, reference lists, and bibliographies.
Please confirm you are human
(Sign Up for free to never see this)
← Back to Search

“Market” Classification And Political Campaigning

P. Baines, R. Brennan, J. Egan
Published 2003 · Economics

Save to my Library
Download PDF
Analyze on Scholarcy
Share
ABSTRACT There is an argument for a flow of logic from market structure to marketing strategy and performance. The nature of the political “market” and service-product constrains and dictates marketing strategy choices. Interactions between the voter, parties, and candidates in political campaigns could be likened to human services (Dickens, 1996) in commerce. However, parties and candidates operate in peculiar poligopolistic markets competing for the authority to deliver government services through an exclusive right of franchise bidding process similar to that in business-to-business markets. A structure-conduct-performance model is presented based on an analysis of political markets from consumer, industrial, and services marketing perspectives to provide strategic marketing insights. Political marketing is a hybrid subdiscipline of marketing incorporating characteristics from all three major marketing paradigms, with services marketing theory holding particular promise for future theory development.
This paper references
10.1362/026725798784867545
Vanishing Point: The Mix Management Paradigm Re-Viewed
L. O′Malley (1998)
The Relationship Marketing Process: Interaction, Communication, Dialogue, Value,
C. Grönroos (2000)
Defined as an organisation involved in influencing or developing legislative and governmental policies and programmes
10.2307/1059387
Privatization: An Economic Analysis
J. Vickers (1988)
10.1108/03090569610149764
Political marketing ‐ vive la différence!
A. Lock (1996)
10.2307/2623001
Thinking strategically: the competitive edge in business, politics and everyday life
P. Nicolaides (1992)
Marketing and political campaigning in the US and UK: the development of a management process model for UK political parties
P. R. Baines (2001)
Marketing Strategies and Organizational Structures for Service Firms
B. Booms (1981)
Step by step through a union campaign.
Fulmer We (1981)
Privatization: An Economic Analysis, Cambridge (MA)
J. Vickers (1988)
Political marketing and political propaganda ”
N. O’Shaughnessy (1999)
10.1007/978-1-349-04099-5_16
Principles of Planning
E. Carr (1969)
This is considered as an important strategic concept considered under section Political Campaigning as Industrial Process. 2. Although in the UK this has led to a judicial review
10.2307/1248740
Broadening the concept of marketing.
P. Kotler (1969)
10.5860/choice.41-6170
Political Parties and Party Systems
A. Ware (1995)
10.1300/J199v02n01_01
Political Marketing
J. Lees-Marshment (2003)
10.1080/0267257X.1991.9964157
Game theory in marketing: Applications, uses and limits
P. Herbig (1991)
10.1108/00251749710169729
Keynote paper From marketing mix to relationship marketing ‐ towards a paradigm shift in marketing
Christian Grönroos (1997)
10.1108/13522750110364541
Marketing and political campaigning: mutually exclusive or exclusively mutual?
P. Baines (2001)
Services Marketing, New Jersey: Prentice-Hall
C. H. Lovelock (1996)
10.2307/1251430
A Conceptual Model of Service Quality and Its Implications for Future Research
A. Parasuraman (1985)
Century of the Self: Part 3
(2002)
10.1080/13619469408581279
The phenomenon of political marketing: The Thatcher contribution
M. Scammell (1994)
The evolution of Relationship Marketing Handbook of Relationship Marketing
J Sheth (2000)
10.1108/EUM0000000005082
The marketing of services: an approach
K. Blois (1974)
10.2307/1251640
A Theory of Political Choice Behavior
Randall G. Chapman (1987)
International Marketing and Purchasing of Industrial Goods, Chichester: Wiley
H. Hakansson (1982)
10.1108/03090569910285959
What is this thing called service
N. Johns (1999)
See section Political Campaigning as Industrial Process for discussion on the related notion of over-promising
Determinants of cost satisfaction in retail banking
T. Levesque (1996)
10.2307/1248683
Basic marketing: A managerial approach
E. Mccarthy (1978)
Marketing and political campaigning in the US and UK: The development of a management process model for UK political parties," doctoral dissertation
P R Baines (2001)
New realpolitik: political campaigning and the application of political marketing across cultures
P. Baines (1999)
10.1016/0024-6301(84)90180-8
International marketing and purchasing of industrial goods: An interaction approach : Edited by H. Håkansson, the IMP Group, Wiley, Chichester (1982), 406 pp. £17.75 (hardback).
Michael Z. Brooke (1984)
Principles of Services Marketing
A. Palmer (1994)
10.1016/S1320-1646(96)70264-2
Relationship Marketing Logic
Christian Grönroos (1996)
Monopoly power
A. B. Trigg (1996)
Competitive Strategy, New York: Free Press
M. E. Porter (1980)
Research in political marketing - an overview
S. C. Henneberg (1997)
A Conceptual Framework for Political Marketing
P. Butler (1999)
10.1177/001088048102200209
Marketing Intangible Products and Product Intangibles
T. Levitt (1981)
A services oriented strategic framework for politicians
B. I. Newman (1988)
The Evolution of Cooperation, Harmondsworth: Penguin
R. Axelrod (1984)
10.1362/026725799785045806
Political Marketing: Lessons from the Mainstream
J. Egan (1999)
In: Bruce I. Newman, Handbook of Political Marketing
P Butler (1999)
10.1016/0167-8116(84)90050-8
International marketing and purchasing of industrial goods: IMP Group, ed. Håkon Håkansson Wiley, Chichester (England), 1982
Robert E. Spekman (1984)
The Relationship Marketing Process: Interaction, Communication, Dialogue, Value, 2 WWW Conference on Relationship Marketing
C. Grönroos (2000)
Services marketing : a strategic approach
Karen P. Gonçalves (1998)
10.1016/0969-5931(95)00018-6
The evolution of relationship marketing
J. Sheth (1995)
10.1080/02642069600000008
Human Services as Service Industries
P. Dickens (1996)
10.1108/EB024729
STRATEGIES FOR SUCCESS FROM THE POLITICAL MARKETERS
Phillip B. Niffenegger (1988)
10.1108/02652329610151340
Determinants of customer satisfaction in retail banking
T. Levesque (1996)
Short Message Service through mobile phones or "text messages" as they are most commonly referred to
Principles Of Direct And Database Marketing
A. Tapp (1998)
10.1080/0267257X.1997.9964502
Reconciling marketing with political science: Theories of political marketing
Dominic Wring (1997)
10.1108/EUM0000000005043
The marketing concept: quo vadis?
R. O'Leary (1976)
10.1080/02642069200000064
Classification of Service Businesses from a Utility Creation Perspective
Charng-Horng Hsieh (1992)
The marketing colonization of political campaigning
D. Wring (1999)
Services Marketing: A Strategic Approach, New Jersey: Prentice-Hall
K. P. Goncalves (1998)
10.5860/choice.37-4771
Handbook of Political Marketing
Bruce I. Newman (1999)
Basic marketing: a managerial approach. 6th ed.
McCarthy E. Jerome (1978)
Strategic Competition
V. Brown (1996)
10.1080/0267257X.1990.9964106
The application of marketing to British politics
G. Smith (1990)
10.1108/EB023496
Exploring the positioning process in political campaigning
P. Baines (1999)
Competitive Strategy
M E Porter (1980)
Submitted for Review: 08/07/2002 66 JOURNAL OF POLITICAL MARKETING For FACULTY/PROFESSIONALS with journal subscription recommendation authority for their institutional library
D Wring (1999)
10.1016/0024-6301(87)90151-8
The new marketing—Developing long-term interactive relationships
E. Gummesson (1987)
Business Marketing for Political Candidates
P. Kotler (1981)
Political marketing and political propaganda
O Shaughnessy (1999)



This paper is referenced by
Generic Functions of Political Marketing Management
S. Henneberg (2003)
MARKETIZATION OF POLITICS CONSIDED IN TERMS OF POLITICAL MARKETING
Irina L. Nedyak (2013)
10.1108/00251749410054774
From Marketing Mix to Relationship Marketing
Christian Grönroos (2012)
Re-conceptualising party-centred politics in terms of 'market' : a relationship marketing approach
Helene P. M. Johansen (2009)
Political branding in Australia: a conceptual model
L. Downer (2013)
10.1300/J199V05N03_04
Long-term planning for political parties: towards a competitive resource-based perspective.
J. Egan (2006)
10.1300/J199v04n02_01
The Context, Content and Process of Political Marketing Strategy
P. Baines (2005)
10.1007/978-3-319-71117-1_3
Using Personalization Technologies for Political Purposes: Privacy Implications
Paola Mavriki (2017)
10.1177/1470593109103066
A resource-based view of the political party and value creation for the voter-citizen: an integrated framework for political marketing
A. O'Cass (2009)
GELAGAT PASCA PENGUNDIAN DI BUKIT GANTANG, PERAK PADA PILIHAN RAYA UMUM 2008 BERDASARKAN MODEL PEMASARAN HIRSCHMAN
F. Halim (2012)
Political marketing a study from the indian perspective
S. Bhattacharya (2019)
10.1002/PA.1537
Party planners – how political strategies are chosen
S. W. Nielsen (2015)
Wor King Papers Management Working Papers 2012-02 Defining Political Marketing
Robert P. Ormrod (2012)
10.1300/J199V04N02_07
Marketing the Political Message
P. Baines (2005)
Political Marketing: Understanding and Managing Stance and Brand Positioning
A. Bigi (2016)
10.2139/SSRN.2699460
Why Did I Prefer to Vote for My Political Party
S. Saxena (2015)
10.1108/02634500810902820
Does political marketing need the concept of customer value
R. Brennan (2008)
10.1080/0267257X.2010.489831
Explications of political market orientation and political brand orientation using the resource-based view of the political party
A. O'Cass (2011)
10.1017/BPP.2018.28
Public issues or issue publics? The distribution of genuine political attitudes
Yannick Dufresne (2018)
Generic Functions of Political Marketing Management
Nick Kinnie (2003)
10.1016/B978-1-84334-281-6.50010-X
Below the Line Government: An Initial Investigation into Thai Rak Thai Political Marketing
P. Anurit (2006)
Siyasal Pazarlama Uygulamaları Açısından Belediye Başkanlarının Web Sitelerinin Değerlendirilmesi
Mehmet Can Demirtaş (2012)
10.1080/15377857.2017.1330724
From Markets to Stakeholders: Toward a Conceptual Model of Political Stakeholder Orientation
Robert P. Ormrod (2020)
10.20409/BERJ.2019.166
Political Marketing, Word of Mouth Communication and Voter Behaviours Interaction
Resul Ozturk (2020)
Semantic Scholar Logo Some data provided by SemanticScholar