Abstract
‘Political Marketing’ — a term we see increasingly in newspapers, a part now of the baggage of conventional orthodoxy — has come into its own with popular recognition that it is a convenient shorthand for something people recognise as central to the operations of their democracy. In 1988 the Presidential campaign confirmed yet again the magnetism of approaches that conceived of politics as a product marketing exercise, with chairmen of major advertising agencies backing top Republican candidates Dole (Gray Advertising) Kemp (BBDO) and Bush (the ex-Chairman of Young and Rubicam).
‘The people reign in the American political world as the Deity does in the universe. They are the cause and the aim of all things; everything comes from them, and everything is absorbed in them.’
Alexis de Tocqueville, Democracy in America
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Notes and References
Hunt, Shelby D., ‘The Nature and Scope of Marketing’, Journal of Marketing, vol. 40, July 1976, pp. 17–28.
Kotier, Philip, ‘A Generic Concept of Marketing’, Journal of Marketing, vol. 36, April 1972, pp. 45–6.
Kotier, Philip, ‘Voter marketing — Attracting Votes’, Marketing for Non-profit Organisations, ch. 20 (Englewood Cliffs: Prentice Hall, 1982).
McGinnis, Joe, The Selling of the President, 1968 (New York: Trident Press Inc., 1969).
Alexis de Tocqueville, Democracy in America, Trans. Henry Reeve (New York: Simon & Schuster, 1964).
McKay, David, American Politics and Society (Oxford: Martin Robertson, 1983).
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© 1990 Nicholas J. O’Shaughnessy
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O’Shaughnessy, N.J. (1990). Introduction: The Electronic Soapbox. In: The Phenomenon of Political Marketing. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-10352-2_1
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DOI: https://doi.org/10.1007/978-1-349-10352-2_1
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