Skip to the content

Local political marketing in the context of the conservative party

Reeves, P 2013, 'Local political marketing in the context of the conservative party' , Journal of Nonprofit & Public Sector Marketing, 25 (2) , pp. 127-163.

PDF - Accepted Version
Download (488kB) | Preview
[img] Microsoft Word - Accepted Version
Restricted to Repository staff only

Download (116kB) | Request a copy
Access Information: This is an Author's Accepted Manuscript of an article published in Journal of Non-profit and Public Sector Marketing, 2013 [copyright Taylor & Francis], available online at: [10.1080/10495142.2013.760990]


Local political marketing can be defined as marketing related strategy, activities, and tactics implemented by a political party in a local geographic constituency, in order to attempt to maximise aggregate potential voter satisfaction, and therefore maximise total number of votes and electoral support in the constituency. Through 12 in-depth interviews with Local Constituency Party representatives from the Conservative Party, the study found that local political marketing was acknowledged by a majority of respondents although this was not unequivocal, and was frequently conflated with campaigning. Local political marketing was associated with: visual identity, language/messages, values, image, communication devices, awareness raising, data management and targeting, and simplification. The support from higher levels of the party in local political marketing was varied across constituencies. There was evidence of growing coordination /influence by higher levels of the party in local political marketing. However, this tended to be in seats judged as ‘winnable’.

Item Type: Article
Uncontrolled Keywords: politics, marketing, local, conservative, election, qualitative
Themes: Subjects outside of the University Themes
Schools: Schools > Salford Business School > Business and Management Research Centre
Journal or Publication Title: Journal of Nonprofit & Public Sector Marketing
Publisher: Taylor and Francis
Refereed: Yes
ISSN: 1049-5142
Related URLs:
Funders: University of Salford
Depositing User: P Reeves
Date Deposited: 11 Feb 2015 12:10
Last Modified: 29 Oct 2015 00:47

Actions (login required)

Edit record (repository staff only) Edit record (repository staff only)


Downloads per month over past year