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Three faces of political marketing strategy
Author(s) -
Nielsen Sigge Winther
Publication year - 2012
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.434
Subject(s) - politics , term (time) , positive economics , sociology , economics , marketing , epistemology , political science , business , law , philosophy , physics , quantum mechanics
The term strategy is appearing with great frequency in the political marketing literature. However, the concept of political marketing strategy has been criticized for being unidimensional, ill‐defined and neglecting the contingencies of strategy theories. This article argues that a minimal definition and a division of epistemological terms could respond to the outlined critique. Copyright © 2011 John Wiley & Sons, Ltd.