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CALL FOR PAPERS
EUROPEAN JOURNAL OF MARKETING
SPECIAL ISSUE
POLITICAL MARKETING

Over the past decade Political Marketing has established itself as a distinctive sub-discipline within the overall Marketing subject area. This has been driven by the increased application of marketing to modern politics, the perceptions of its effectiveness particularly in closely contested elections, the escalation in funding of campaigns and the increase in international collaboration. The consequence has been an increase in significant quality research. As we approach the start of the 2008 US Presidential campaign with candidates beginning to declare themselves, observe the resurgence of the Conservatives in the UK and the growth of international issue campaigning such as on Climate Change, it is time to reflect on the state and future direction of the cutting edge of the discipline in political marketing. As members of the coalition consider their involvement in Iraq and Afghanistan, there are interesting intellectual questions about the initial promotion of those military interventions and the maintenance of political commitment to them over time.
 
The European Journal of Marketing has played a pivotal role in developing awareness in political marketing and consequent theory development, through its groundbreaking issues on the subject in 1996 and 2001. In 1996 a special double edition of the European Journal of Marketing (Vol. 30, Number 10/11) on political marketing was published to provide a platform to bring together international research in the area and assess new developments such as strategic analysis, social propaganda, corporate lobbying and the application of marketing management techniques to referenda.  In 2001 (Vol. 35, Number 9/10) this base was extended to include work on gender in electoral decision making, branding of candidates and parties, segmentation strategies  in electoral campaigns and agenda setting as a modern political communications technique as well as a range of research covering lobbying through to US Presidential Campaigning. These two editions of the EJM have been very well received and have both stimulated the foundation and subsequent growth of the discipline, which has given birth to a number of major conferences, texts, journals and international collaborative research networks.

This special issue of the European Journal of Marketing aims to continue to strengthen the research foundations and widen the study and depth of understanding of political marketing.  Under the general heading Political Marketing, it will be dedicated to review papers, theoretical contributions and empirical research grounded in the marketing discipline on:-

• The application of branding and segmentation strategies to political campaigning.   
• The development of overall political communication strategies, particularly using new media and technology like blogs and podcasts.
• The use of consumer research in political marketing, for instance voter behaviour, and new voters in particular, and the changing electorate.
• Developments in political campaign strategies and funding.
• Public and corporate affairs (especially high level international lobbying by governments and major corporations)
• The use and dissemination of political propaganda by governments, parties, NGOs, terrorist organisations and others.
• The use of media in political campaigns          
• The dynamics of public persuasion and message development in political and referendum campaigns.
• Marketing and referenda campaigns around the world
• Pressure group and single issue marketing, for instance, climate change, toll charges
• The development of forecasting and market research techniques in political surveys and opinion polling
• Virtual political marketing and the development of mass activist/issue campaigning

All papers will be subject to the usual double blind review process.  Authors should consult the author guidelines on the EJM homepage at .  As a guide articles should be no more than 5,000 words in length  (excluding tables and references).  Papers should be submitted to the guest editors by 1st November 2007 at the address below:

Professor Phil Harris
Department of Marketing of Marketing, School of Business, University of Otago,
PO Box 56, Dunedin, New Zealand.
Email pharris@business.otago.ac.nz
Tel: 00-64-3-479-8164 and fax 00-64-3-479-8172

The Issue will be edited by Phil Harris and Professor Andrew Lock of Leeds University Business School

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