Political marketing: conceptualisation, dimensions and research agenda
Abstract
Purpose
The purpose of this paper is to examine political marketing with regard to its different conceptualisations and dimensions, and to suggest cognate areas for empirical research efforts, especially in Sub‐Saharan Africa.
Design/methodology/approach
Perspectives from relevant extant literature on meaning and dimensions of political marketing are examined, and empirical examination of these perspectives in developing countries suggested.
Findings
It was found that political marketing has many conceptualisations and dimensions, and its practice may be coloured by environmental issues, especially in developing economies with weak democratic infrastructure.
Research limitations/implications
Empirical investigations of political marketing in developing economies, as suggested in this paper, may be constrained by secrecy, lack of secondary data, and aparty on the part of relevant party executives, among others.
Practical implications
Party executives will benefit from the conceptualisations and dimensions documented in this paper. In addition, researchers and students in the areas of marketing and political science will find the research agenda a fertile ground for empirical research effort.
Originality/value
This paper should be of value to political party executives, electoral commissions, educators and students of marketing and political science, in addition to government executives interested in relating beneficially with their citizens and other relevant stakeholders.
Keywords
Citation
Osuagwu, L. (2008), "Political marketing: conceptualisation, dimensions and research agenda", Marketing Intelligence & Planning, Vol. 26 No. 7, pp. 793-810. https://doi.org/10.1108/02634500810916726
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited