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Political marketing orientation: confusions, complications, and criticisms
journal contribution
posted on 2023-05-17, 15:46 authored by O Shaughnessy, NJ, Baines, PR, O'Cass, A, Ormrod, RPIn this article, we seek to distinguish between two concepts often conflated in the literature: political market orientation and political marketing orientation. In the discussion, we focus specifically on voters rather than other actors in the political sphere such as competing parties, party members, the media, and lobby groups due to the centrality of the electorate in the political marketing literature and in political practice. We identify five key issues that influence the ability of parties and candidates to successfully leverage a welldeveloped political marketing orientation. These are (1) that it is difficult to control symbolization, (2) that it is difficult to control personality, (3) that there are value and symbol abnormalities, (4) that the public mind is unknowable, and (5) the corrupting power of negative campaigning. Finally, we distinguish two areas of further research, “downstream” research focused on political marketing orientation and “upstream” research focused on political market
History
Publication title
Journal of political marketingVolume
11Issue
4Pagination
353-366ISSN
1537-7857Department/School
TSBEPublisher
RoutledgePlace of publication
USARights statement
Copyright 2012 Taylor & Francis Group, LLCRepository Status
- Restricted