Square Peg, Round Hole? Can Marketing-Based Concepts Such as the ‘Product’ and the ‘Marketing Mix’ Have a Useful Role in the Political Arena?

@inproceedings{Lloyd2005SquarePR,
  title={Square Peg, Round Hole? Can Marketing-Based Concepts Such as the ‘Product’ and the ‘Marketing Mix’ Have a Useful Role in the Political Arena?},
  author={Jenny Lloyd},
  year={2005}
}
Over recent years, whilst there has been increasing acceptance of the existence and role of marketing in the political arena, there has also been much discussion as to the applicability of its concepts and models. This paper focuses upon issues surrounding definition of the 'product' and the 'marketing mix.' It examines the varying definitions of the political 'product' and, from the perspective of elector as 'consumer,' offers its own. In addition it suggests that political marketers should… CONTINUE READING