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Political marketing and stakeholder engagement

Hughes, Andrew; Dann, Stephen


Political marketing theory has developed and evolved in conjunction with advancements in political science and commercial marketing. Commercial marketing has been increasingly interested in developing marketing mechanisms which allows it to satisfy the core customer groups while also meeting the broader needs of the community and other stakeholders. Political marketing has the opportunity to build a marketing framework that focuses on delivering value to a core target market (voters,...[Show more]

CollectionsANU Research Publications
Date published: 2009
Type: Journal article
Source: Marketing Theory: an International Review
DOI: 10.1177/1470593109103070


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