Corpus ID: 47794659

Generic Functions of Political Marketing Management

  title={Generic Functions of Political Marketing Management},
  author={Nicholas Kinnie and Juani Swart and John A. Purcell},
Political parties use marketing instruments as part of their electoral campaign activities. These are usually analysed and categorised using the 4P and marketing mix concept, a perspective anchored in the ‘managerial’ school of marketing theory. However, these concepts have come under considerable criticism. This article uses an alternative perspective, i.e. a functional analysis, to describe the requirements for successful political marketing activities that are fulfilled by using certain… Expand

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