Political Marketing - 5740 Words

Reconciling Marketing with Political Science: Theories of Political Marketing. Journal of Marketing Management, 1997, Vol 13, pp.651-663 Dominic Wring This paper has two broad aims: to trace the theoretical development of political marketing and then demonstrate how these concepts can be used in the analysis of election campaigns. Electioneering is not the sole manifestation of marketing in politics but it is the most obvious, a point underlined by recent work addressing the prominent role now played by political marketing in a parliamentary democracy like Britain (Franklin 1994; Kavanagh 1995; Scammell 1995). Whilst much of this material understandably concentrates on the once neglected work of campaign practitioners, the more†¦show more content†¦The British and American definitions are useful in that they counteract the crude and oversimplistic belief that marketing is simply about firms giving their customers what they want. Such a clichà © may convey clarity but it obscures more complex truth. And because some in political science (not to mention other disciplines) may have misunderstood marketing in this way, it helps explain why relatively few in the field have sought to use it as a tool of electoral analysis. Marketing then is a process in which the notion of â€Å"consumer focus† plays a major strategic role but not to the exclusion of organisational needs. Compared with over-simplistic customer centred understandings of the subject, this theoretical interpretation fits more easily with the world of â€Å"realpolitik†. In analysing the electoral market Adrian Sackman emphasises this point, arguing that: â€Å"Marketing is thus built upon a paradox; it starts with the customer, is directed at the customer, but is fundamentally concerned with the satisfaction of the producer s own interests† (Sackman 1992). Such sentiments resemble J.K.Galbraith s stricture that marketing and advertising are activities governed and to some extent created by producer groups (Galbraith 1969). In political science this view is reflected in theoretical considerations of competition which attemptShow MoreRelatedThe Rise And Growth Of Political Marketing1440 Words   |  6 Pagesand gr owth of political marketing in many western democracies is evidence of its major importance. The innovative Conservative party campaign effort in 1979 could be argued, paved the way for the improvement and transformation in the way political marketing worked. It was this era that gave Margaret Thatcher the title â€Å"The Marketing Pioneer† (Lees-Marshment) along with giving the Conservatives the name the â€Å"Market-Oriented Party†. In particular, documentaries such as ‘The Marketing of Thatcher’ byRead MorePolitical Environment in International Marketing Essay example1401 Words   |  6 PagesPolitical Environment in International Marketing THE POLITICAL ENVIRONMENT: The critical concern Political environment has a very important impact on every business operation no matter what its size, its area of operation. Whether the company is domestic, national, international, large or small political factors of the country it is located in will have an impact on it. And the most crucial unavoidable realities of international business are that both host and home governments are integralRead Moreâ€Å"in What Ways Might Political Technological Factors Affect the Marketing of Products or Services in an Overseas Market?†1129 Words   |  5 PagesAccording to Isobele (2008), in the book, International Marketing Strategy, International Marketing is defined as the movement of a firm’s marketing strategy that uses one or more marketing mix decisions across national boundaries. It involves the firm in establishing manufacturing or production facilities around the world and coordinating marketing strategies across the gl obe. Where the marketing activities of an organization include activities, interests or operations in more than one country andRead MoreDiscuss how the six macro-environments (demographic, economic, natural, technological, political, and social/cultural) forces may affect the marketing of a drink or food company.1421 Words   |  6 Pages(demographic, economic, natural, technological, political, and social/cultural) forces may affect the marketing of a drink or food company. Companies and their suppliers, marketing intermediaries, customers, competitors, and publics all operate in a macro-environment of forces and trends that shape opportunities and pose threats. Within the rapidly changing global picture, the firm must monitor six major forces: demographic, economic, natural, technological, political-legal, and social-cultural. Although describedRead MoreThe Political And Legal Aspects Of International Marketing1707 Words   |  7 Pages The Political and Legal Aspects in Relation to Domestic and International Environment of Halal Products Submitted by: Jessa Loreta Billano, 1338020 Submitted to: Dr. Syed M. Ahmed 10 August 2016 Executive Summary The advent of globalisation in the last two decades had an immense impact to the political and legal environments which are essential aspects in international marketing. As there is no existing single political and legal environment because of its complexity onRead MoreCultural and Political Dynamics in International Marketing5198 Words   |  21 PagesExecutive summary This paper examines the international marketing strategy of a cosmetic company based in Viet Nam which wants to expand into Hong Kong. The paper examines this scenario in terms of cultural and political dynamics in International Marketing. This paper focus is to analyze the Hong Kong culture which refers initially to examine the business environment and focuses particularly on specific issues which affect marketing and business interaction such as material culture, language,Read MoreHost Country Political and Legal Environment Affect of Airasia in International Marketing6038 Words   |  25 Pagesperformance? Do they have to adjust / alter their product or services to fit with the host country market needs? How does the company face the competition? e. How does a host country political and international legal environment or trade barrier affect the Malaysian companies in their international marketing activities? Bagaimana sebuah negara tuan rumah persekitaran politik dan antarabangsa undang-undang atau perdagangan halangan menjejaskan syarikat-syarikat Malaysia dalam aktiviti pemasaranRead MoreThe Impact Of Political Media On The Political Process Of The United States Essay887 Words   |  4 Pagesnature of the political process in the United States. The voting rights were no longer associated with ethnicity, wealth and education and exclusive to white men. Henceforward, the masses would decide, through their exercise of the vote; the political actors and shape public opinion. The significance of public opinion reshaped the political arena as it became the quest of politicians. It also contributed to the rise of a â€Å"new professional class of publicists †, standing between political organizationsRead MoreComparing Contrasting American Japanese Marketing Essay1351 Words   |  6 Pagesgoing global. International marketing, although more prominent than ever before, is still a difficult arena for marketers to master. Although religion and culture are not immediately brought to mind when business is brought up, marketing is one aspect of business that is highly sensitive to culture. Not only culture, but also politics, the economy and the law effect marketing strategies. This paper will examine the differences between the American and Japanese marketing environments. CULTURALRead MoreIntroduction. Coca-Cola Is One Of The Company That Gets1482 Words   |  6 PagesINTRODUCTION Coca-Cola is one of the company that gets nearly 60 percent of their sales from outside of the United States; this is a perfect example of international Marketing. The term ‘international marketing’ is not only based on marketing, but rather more building, and executing a solid marketing plan and actively looking for opportunities to expand a given business by moving to new geographic markets, finding new offerings, and products and services that would fit within your company. No doubt