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The ends justify the means: A global research agenda for political marketing and public affairs
Author(s) -
Harris Phil,
Sun Henry
Publication year - 2017
Publication title -
journal of public affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.221
H-Index - 20
eISSN - 1479-1854
pISSN - 1472-3891
DOI - 10.1002/pa.1693
Subject(s) - mainstream , politics , marketing , position (finance) , marketing research , marketing science , political science , marketing mix , public relations , marketing management , economics , relationship marketing , business , law , finance
Political marketing has developed into an increasingly mainstream discipline in universities globally over the last decade. There are many schools of political marketing with different approaches, such as the North American approach, the Western and Eastern European perspectives, and the Asian position. The study and application of political marketing has been categorised with different perspectives, such as electoral, governmental, and international aspects. It is becoming increasingly evident that political marketing needs further classification like any matured and established discipline. A close analysis of political marketing practices and academic research leads one to perceive two distinct areas of political exchanges in two different markets: the intranational market and the international market. The first deals with political marketing at a local, district, municipal, state/provincial, and national levels. The second deals with political marketing across national borders. As in the case of commercial marketing, international marketing became a major study field when marketing grew into a matured mainstream discipline in the 1980s.