General election marketing—selling a can of beans, building a favours bank or managing an event?

Research output: Contribution to journalArticlepeer-review

Abstract

<jats:p>This paper applies three marketing approaches to identify a possible framework for analysing the 2010 general election. The first approach to be assessed is transactional, which is the traditional view of political marketing. The second approach is relationship marketing, of which there is some evidence that it has applied to politics. The third approach, experiential, has not yet been applied to the political context. As this is an exploratory research project, the data are collected from one small geographical area, Devon. Interviews were conducted with candidates in the 12 seats in this county to identify which, if any, of these three marketing approaches might apply to UK general elections. The article, argues that a hybrid approach to political marketing, drawing on all three approaches can potentially offer researchers a framework for understanding general election campaigns. Copyright © 2013 John Wiley &amp; Sons, Ltd.</jats:p>
Original languageEnglish
Pages (from-to)251-259
Number of pages0
JournalJournal of Public Affairs
Volume13
Issue number3
Early online date27 May 2013
DOIs
Publication statusPublished - Aug 2013

Fingerprint

Dive into the research topics of 'General election marketing—selling a can of beans, building a favours bank or managing an event?'. Together they form a unique fingerprint.

Cite this