Southern cross university scu southern cross university. Ocass, aron 1996 political marketing and the marketing concept, european journal of marketing 30. Dr ocass has a bachelor of commerce major in marketing, master of business major in marketing and phd in marketing. Political marketing is a new field for marketing professionals and it is. Lewis manchester school of management, manchester, uk introduction the major political parties in the developed. The article was published in journal of marketing management 19 78 pp. The justification for the central positioning of ol in our model emanates not only from consumer behavior research, but also from some of the classical works in economics and politics e. Leesmarshment, 2001, even though most observers tend to discuss political marketing as related only to political campaigning. The research tends to draw from a wide variety of literature to build theory. To learn about our use of cookies and how you can manage your cookie settings, please see our cookie policy. Schiffman,9780733984174,marketing,consumer behaviour,pearson,9780733984174 105. However, theory of marketing by political parties could be sai.
Baines middlesex university business school, london, uk philharris manchester metropolitan university, manchester, uk barbara r. Understanding and evaluating political branding springerlink. The dynamics of voter behavior and influence processes in. Local political marketing in the context of the conservative. Political marketing an investigation of the political marketing concept and political market orientation in australian politics aron ocass european journal of marketing. Professor aron ocass, head of department, department of marketing, macquarie business school. Considerations on the evolution of political marketing theory. Refers to the argument that examining political and electoral processes from a marketing perspective offers new insights into the behaviour of political parties. Soft power, nation branding, and the world expo springerlink. The results indicate that key political marketing decision makers within the party examined often have a limited understanding of the marketing concept. Political marketing and the marketing concept 47 aron ocass 6. According ocass 2001, competitors would not want to make the voters as. Author links open overlay panel aron ocass a anthony pecotich b. The findings have significant implications for political marketing and voter.
How teachers grammatical knowledge impacts on the teaching of writing, debra myhill, susan jones, and annabel watson. Explore the increased need for marketing within the political arena current issues in political marketing presents uptodate theory and research findings from academics working in political science, advertising, and management, and guidance from successful practitioners who know what it takes to make a nonprofit organization stand out in a crowd. Political marketing and the concept marketing concept. Phyra sok and aron ocass the 11th international conference on electronic business, bangkok, thailand, nov. Journal articles document types australian catholic.
Trading off originality and appropriateness to make more creative advertising, journal of the academy of marketing science, 37 3, 298309. Google scholar ocass, aron 2001a political marketing. The marketing of political candidates 99 avraham shama 9. An investigation of the political marketing concept and political market orientation in australian politics, european journal of marketing, vol.
Pdf political marketingan investigation of the political marketing. The influence of culture and market orientation on services brands. The researchers redefinition of the marketing concept into political terms received a high level of acceptance from certain groups of respondents within the study. An effective methodology to solve inverse kinematics of electroactive polymer actuators modelled as active and soft robotic structures, rahim mutlu, gursel alici, and weihua li. Ocass, aron 2001 political marketing an investigation of the political marketing concept and political market orientation in australian politics. Lessons for political science 73 margaret scammell 8. This way, o cass argues, marketing can be applied to political processes as it is. Bohnet 2001 that political marketing should not only be done during the campaign period, but it must be done on an ongoing basis, in order to build public confidence for a long period of time. Professor aron ocass is chair of marketing at the university of newcastle. Ocass, aron 200 i a, the internalexternal marketing orientation of a. Journal articles document types university of wollongong.
Explications of political market orientation and political brand orientation using the resourcebased view of the political party, journal of marketing 2756. By closing this message, you are consenting to our use of cookies. Sasser and scott koslow 2008, desperately seeking advertising creativity. Political marketing and the marketing concept emerald. The role of entrepreneurial marketing in new technology ventures first product commercialisation, hormoz ahmadi and aron ocass. Drivers and outcomes of export marketing performance in a developing country context, craig c. An investigation of the political marketing concept and political market orientation in australian politics, european journal of marketing 35. Sorry, we are unable to provide the full text but you may find it at the following locations. Political marketing is about facilitating the societal process of political exchange, while political marketing management. Strategies for success from the political marketers. The significance of politics and election for societies demands the integrated engagement of researchers in politics and marketing. Understanding such connections is vitally important for effective and efficient use of marketing in politics and also for improvement in the delivery of the political offering to society.
Pdf political marketing and the marketing concept researchgate. The marketing political marketing and the concept marketing concept aron ocass department of marketing and management, university of new england, armidale nsw, australia received march 1996 introduction the application of marketing techniques by political parties in their electoral campaigns has been discussed by butler and collins 1994. He has published research on issues related to political marketing, voter behavior. A theoretical approach to political marketing by dr. Mar 16, 2007 hormoz ahmadi and aron ocass, transforming entrepreneurial posture into a superior first product market position via dynamic capabilities and tmt prior startup experience, industrial marketing management, 10. For government and politics, see jennifer leesmarshment, the marriage of politics and marketing, political studies 49 2001. Mktg312 new venture marketing and business development. Amphibian chytrid prevalence in an amphibian community in arid australia, joanne f. As such, it is concerned with the application of marketing techniques, strategies and concepts to politics in a broad sense henneberg, 2002. An analysis of tactics, and the changing role of the media a senior project presented to the faculty of the journalism department california polytechnic state university, san luis obispo in partial fulfillment of the requirements for the degree bachelor of science in journalism by jill donovan march 2012. Abstract this paper adopts the resourcebased view of the firm as a platform for an examination of three important political party capabilities.
Oct 01, 2001 political marketing an investigation of the political marketing concept and political market orientation in australian politics aron ocass european journal of marketing, volume 35 910. Political marketing and the marketing concept emerald insight. In electoral arena, contestants compete each other to get voters. Aron ocass, the university of newcastle, australia. O cass 1996 argues that the use of marketing offers political parties the ability to address diverse voter concerns and needs through marketing analyses, planning, implementation and control of political and electoral campaigns p. The natural diversity of political contexts, structures and processes complicates the process of theory development in political marketing, but continuous change in political marketplaces provides a rich ground for study. Can islam and status consumption live together in the house of fashion clothing.
Watkins, aitkens, and mather 2016 and voting behavior ocass and pecotich 2005, recent research has explored the. Aron ocass, vida siahtiri, shahin sharifi purchase decisionmaking at the bop nanda choudhury, srabanti. The study of marketing by political parties has been a steadily growing theme in academia over the past two decades. The conservative party and the 2006 federal election. Proceedings of the world marketing congress 673677. Whilst the principal literary emphasis of such research is marketing and politics, literature is also commonly used from management theory, economics, psychology etc. In fapt, campaniile electorale 3 vezi jennifer leesmarshment, political marketing. An investigation of the political marketing concept and political market orientation in australian politics. An analysis of tactics, and the changing role of the media a senior project. Political parties and political marketing strategies.
Tiffany winchester, john hall and wayne binney, conceptualizing usage in voting behavior for political marketing. Explications of political market orientation and political brand. Please read our short guide how to send a book to kindle. Effect of political marketing mix on constituents behavior. An application of consumer behavior, journal of political marketing, 10. Through 12 indepth interviews with local constituency party. Asia pacific journal of marketing and logistics 14. The role of managers political networking and functional.
The value of interpersonal communication in consumer decision making has been documented extensively in consumer research e. Marketing offers political parties the ability to address diverse voter concerns and needs through marketing analyses, planning, implementation and control of political and electoral campaigns c. In politics, marketing strategies are used to communicate with the voters nowadays. The marketing concept 37 political marketing and the marketing concept aron ocass department of marketing and management, university of new england, armidale nsw, australia. The dynamics of voter behavior and influence processes in electoral markets. Measurement model construct items loading tvalues 7point scale 1 much worse than competitors and 7 much better than competitors our firms marketing activities, compared to our major competitors, in terms of mc1. He has published in areas such as political marketing, voter behaviour and consumer behaviour and branding in journals such as the european journal of marketing, psychology and marketing, journal of product and brand. Political marketing and the marketing concept, european. Southern cross business school southern cross university. Though past studies in this domain typically have examined purchase or selection behaviors of political relevance, such as environmentally oriented consumption diamantopoulos etal.
Yet, marketing has much to contribute to the broader interdisciplinary interest in politics and the functioning of the democratic process. Hailu getnet, aron ocass, hormoz ahmadi and vida siahtiri, supporting product innovativeness and customer value at the bottom of the pyramid through contextspecific capabilities and social ties, industrial marketing management, 10. Political marketing introduction to political marketing. Knowledge transfer as a means for relationship development. Schiffman,9780733984174, marketing,consumer behaviour,pearson,9780733984174 105. Campaign management queensland, advertising, political queensland, marketing, thesis. The article further tries to outline industry approach to political engagement, politics as a marketable entity aron ocass 2001, competitive strategy in the political market place, redefinition of product category, and imc issue. All content in this area was uploaded by aron ocass on nov 09, 2015. However, research into the marketing activities of political parties is still growing at this stage, and very few papers address the marketing orientation of political parties, while none address the marketing concept.
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