Political marketing: conceptualisation, dimensions and research agenda

Author:
  • LOLinus Osuagwu
    Linus Osuagwu
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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.

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