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Market Driven Political Advertising pp 7–27Cite as

The Relationship Between Value Co-Creation, Exchange and Stakeholders

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Part of the book series: Palgrave Studies in Political Marketing and Management ((Palgrave Studies in Political Marketing and Management))

Abstract

The relationship between stakeholders and political advertising has always been an important one but in the digital age that relationship is under threat from stakeholders with Machiavellian motives. This chapter outlines an actor-to-actor stakeholder-based conceptual model of value exchange in political marketing, which can be used to explain actor or stakeholder behaviour in any political system.

The chapter discusses the role of political marketing in a relationship marketing context. It looks into the influence which information from digital and social apps is having on strengthening existing relationships and developing new ones. The consequences on politics of this, such as the use of micro targeting strategies and database marketing through organisations such as Cambridge Analytica, is also examined.

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Authors and Affiliations

  1. Research School of Management, Australian National University, Canberra, ACT, Australia

    Andrew Hughes

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Hughes, A. (2018). The Relationship Between Value Co-Creation, Exchange and Stakeholders. In: Market Driven Political Advertising. Palgrave Studies in Political Marketing and Management. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-319-77730-6_2

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