Article2007

Theory and Concept Development in Political Marketing

Stephan C. M. Henneberg · Nicholas Jackson O’Shaughnessy

89 citations0/0 files storedJournal of Political Marketing

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Electoral Systems and Political Participation Marketing and Advertising Strategies Political Science Research and Education

Abstract

In this article we argue that the state of theory and concept development in political marketing needs to be related to several epistemological as well as topical themes and issues. Seven meta-theoretical issues are discussed with regard to current theoretical position of political marketing research and some initial recommendations are made on how these issues can be developed further. The second part of the article focuses on topical aspects of theory and concept development in political marketing and highlights nine themes for further research. These themes of political marketing are singled out because of their characteristics which show them to be significantly distinct from commercial marketing practice, and therefore need more careful modelling in concepts and theories of political marketing.

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References

2017Exchange and Power in Social Life 2003Evolving to a New Dominant Logic for Marketing 1965Exchange and Power in Social Life.1948The Theory of Social and Economic Organization.1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1995The New production of knowledge: the dynamics of science and research in contemporary societies 1983Sociological Paradigms and Organizational Analysis.2017The Structure of Scientific Revolutions

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