Political marketing: an information‐economic analysis
- 1 October 1996
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 30 (10/11) , 152-165
- https://doi.org/10.1108/03090569610149863
Abstract
Outlines awareness of political marketing in Germany and argues that there is a need for the German political parties to market themselves. Discusses some of the essential aspects of political marketing, with particular reference to the institutions, ingredients and instruments involved. Concentrates on an analysis of party membership as a form of system transaction, in the light of the sharp decline in the membership of the major parties.Keywords
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