Strategic Political Postures and Political Market Orientation: Toward an Integrated Concept of Political Marketing Strategy

  title={Strategic Political Postures and Political Market Orientation: Toward an Integrated Concept of Political Marketing Strategy},
  author={Robert P. Ormrod and Stephan Henneberg},
  journal={Journal of Political Marketing},
  pages={294 - 313}
Recently, the areas of strategic political marketing and political market orientation have been the subject of several conceptual articles that have provided the theoretical foundations for further empirical work. However, despite the close conceptual relatedness of the proposed concepts, they have yet to be integrated to provide a more nuanced framework that both researchers and political marketing practitioners can utilize in the development of strategies and offerings with which to achieve… Expand
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