Reeves, P 2009, Political parties and political marketing ‘strategies’ , in: British Academy of Management Conference 2009, 15th-17th September 2009., Brighton UK, .

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Abstract

This conceptual paper focuses on political marketing ‘strategies’ in the context of major British political parties. There is consideration of the underlying drivers that are encouraging the adoption of the political marketing approach. It is debated whether political parties actually have political marketing ‘strategies’. The difference between political marketing and political campaign strategy is explored. There is also consideration of the impact of human and financial resource limitations with respect to political parties’ use of political marketing ‘strategies’. It is argued that there is a need for clear strategic leadership when introducing political marketing.

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