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Trends in Political Marketing

Introduction

New Trends in Political Marketing: Relationships, Interactivity, Networks, and Leadership, Special issue of Journal of Nonprofit & Public Sector Marketing; Deadline 1 Dec

Journal of Nonprofit & Public Sector Marketing
CALL FOR PAPERS

Guest Editors:

  • Wayne Binney, Deakin University
  • Daniel Laufer, Victoria University of Wellington
  • Jennifer Lees-Marshment, The University of Auckland

SPECIAL ISSUE

New Trends in Political Marketing: Relationships, Interactivity, Networks, and Leadership

Recent trends in political marketing research and practice suggest a move from a short-term transaction-based approach, to a relationship and network based approach. The collection of new research in the Routledge Handbook of Political Marketing published in 2012 suggests there has been a shift from neglecting members to seeing internal stakeholders as integral to successful political marketing; from short-term benefit to long-term, mutual and interactive communication; and from campaigning to governing necessitating greater integration of political marketing into leadership. Practitioners can therefore choose more dialogical and transformational approaches to achieve and maintain relationships with political consumers over the long term

Theoretical and empirical research articles (qualitative, quantitative and mixed-method designs) are welcome. The following examples give an idea of the scope of possible topics which research may address within the political and governmental environment:

  • Political consumer behaviour and engagement
  • Political market research including experimental and analytic marketing, segmentation, voter profiling and qualitative/quant methods
  • Strategy e.g. market-orientation
  • Political branding
  • Political public relations
  • E-Political Marketing
  • Internal marketing within political parties and network marketing
  • Issues marketing
  • Marketing policy
  • Government marketing including delivery marketing, branding public policy and departments
  • Crisis management, reputation management and relationship marketing management in politics
  • The ethics and regulation of political marketing
  • Political marketing and leadership

Full information is available here:

 

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