
Contents
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43.1 Background 43.1 Background
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43.2 Historicizing Political Marketing as Practice 43.2 Historicizing Political Marketing as Practice
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43.3 Historicizing Political Marketing as an Academic Literature 43.3 Historicizing Political Marketing as an Academic Literature
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43.4 Underlying Definitions within the Political Marketing Literature 43.4 Underlying Definitions within the Political Marketing Literature
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43.5 Models and Concepts within the Political Marketing Literature 43.5 Models and Concepts within the Political Marketing Literature
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43.5.1 The Marketing Concept 43.5.1 The Marketing Concept
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43.5.2 Implementing Marketing 43.5.2 Implementing Marketing
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43.6 The Broader Context of Political Marketing: Literature and Practice 43.6 The Broader Context of Political Marketing: Literature and Practice
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43.6.1 The Media 43.6.1 The Media
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43.6.2 Political Structures 43.6.2 Political Structures
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43.6.3 Societal Structures 43.6.3 Societal Structures
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43.6.4 Voters and Participation 43.6.4 Voters and Participation
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43.7 The Prescription of Political Marketing 43.7 The Prescription of Political Marketing
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43.8 Conclusion 43.8 Conclusion
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References References
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43 Political Marketing
Get accessHeather Savigny is Lecturer in Politics at the University of East Anglia.
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Published:02 January 2010
Cite
Abstract
This article reports the growth and use of political marketing, in literature and practice, in its broader communications context. It also presents an historical overview of the trajectory of political marketing, as both political practice and a disciplinary subfield. Attention is then turned to the specific models and concepts, derived from business, which underpin and inform this development, and shows how these have been used to both describe and prescribe practice. Moreover, it places political marketing in its broader context and investigates its structural basis. Throughout, the underlying assumptions are teased out, and key areas of contention and debate are also highlighted. Some argue that, in practice, the UK is simply following trends in the USA, both in the use of marketing and also as marketing has become entwined with a permanent campaign approach to government, which could be seen to reinforce the Americanization thesis.
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