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Square peg, round hole can marketing-based concepts such as the product and the marketing mix have a useful role in the political arena

Lloyd, Jenny

Authors

Jenny Lloyd



Abstract

Over recent years, whilst there has been increasing acceptance of the existence and role of marketing in the political arena, there has also been much discussion as to the applicability of its concepts and models. This paper focuses upon issues surrounding definition of the 'product' and the 'marketing mix.' It examines the varying definitions of the political 'product' and, from the perspective of elector as 'consumer,' offers its own. In addition it suggests that political marketers should follow the lead of their counterparts in the fields of service and social marketing and modify the marketing mix to suit the political environment in which they function. Finally, based upon existing definitions of the political 'product' and the criticisms of the current marketing mix frameworks, initial suggestions are made for the provision of a new political marketing mix. Copyright © by The Haworth Press, Inc. All rights reserved.

Citation

Lloyd, J. (2005). Square peg, round hole can marketing-based concepts such as the product and the marketing mix have a useful role in the political arena. Journal of Nonprofit and Public Sector Marketing, 14(1-2), 27-46. https://doi.org/10.1300/J054v14n01_03

Journal Article Type Article
Publication Date Nov 22, 2005
Journal Journal of Nonprofit and Public Sector Marketing
Print ISSN 1049-5142
Electronic ISSN 1540-6997
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 14
Issue 1-2
Pages 27-46
DOI https://doi.org/10.1300/J054v14n01_03
Keywords marketing mix, political marketing, political communication
Public URL https://uwe-repository.worktribe.com/output/1055405
Publisher URL http://dx.doi.org/10.1300/J054v14n01_03

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