Reigniting the fire: a contemporary research agenda for social,political and nonprofit marketing

The paper reports on the core challenges faced by the nonprofit, political and social marketing disciplinary areas and suggests a series of research agendas to develop theory and practice to meet these challenges.

• Social marketing's research agenda involves the continued adaptation of the new developments in commercial marketing, whilst building a base of social marketing theory and best practice benchmarks that can be used to identify, clarify and classify the boundaries of social marketing against social change techniques.
• Nonprofit marketing is pursuing the dual research agenda of developing the theory and practice of social entrepreneurship whilst seeking deeper consumer‐based research to understand motivations for charitable behaviour and gift giving.
• Political Marketing's research agenda looks for an increase in the level of background research, core data and market research to use as a basis for developing more advanced theoretical and practical models. In addition, as political marketing is being transferred internationally between a range of political and electoral systems, there is a need for comparative research into both the relevance and effectiveness of these techniques to isolate nation independent and nation dependent political marketing strategies and campaigns.

Copyright © 2007 John Wiley & Sons, Ltd.     

Leading or Following?

Abstract

While research exists on how political parties use political marketing instruments, there is a lack of emphasis on strategic marketing, especially with regard to theoretical frameworks of political marketing orientation. This can be seen as problematic in the development of political marketing research as a subdiscipline of marketing and political science. A concept is suggested that defines a party's orientation towards political marketing management using two crucial elements of strategic marketing theory regarding customer orientation: leading and following. Three generic types of political parties are characterised by their strategic postures using their stance on these two elements. The implications of strategic postures for the fulfilment of certain political marketing functions and organisational issues are briefly discussed. While traditional parties with a rigid content-based approach towards policy-making can be characterised as Convinced Ideologists, contemporary catch-all parties have moved towards being Tactical Populists.

Whilst both these postures are prone to being perceived as dogmatic or untrustworthy and fickle, a third posture, that of Relationship Builder, is proposed. This integrates leading and following, by using a relational approach towards marketing, as suggested in the evolving literature on strategic marketing and marketing orientation. This Relationship Builder stance constitutes a theoretical posture that needs to be clarified by empirical research in the political arena. Thus, to foster further empirical and theoretical research, several propositions have been derived in a process that is in line with the demands of theory-building and hypothesis-driven exploration as suggested for this comparatively new discipline of political marketing.     

Competitive analysis,structure and strategy in politics: a critical approach

• This article begins by arguing that the structure of the political market differs significantly from business markets and that, consequently, the prescribed strategies from ‘traditional’ marketing theory are not always appropriate in politics.
• Then the military metaphor is applied to the political market and its ability to illuminate competitive strategy in this market is explored. Particular attention is paid to the interaction of direct and indirect strategies in politics over the lifecycle of a parliament.
• The relevance of military principles in implementing the strategies identified is then considered. The paper concludes with a wider discussion of the limitations of the military/competitive model as applied to politics and a general indication of how a more comprehensive competitive model might be created.

Copyright © 2006 John Wiley & Sons, Ltd.     

Political marketing in untraditional campaigns: the case of David Cameron's Conservative Party leadership victory

• This study investigates the concept of political market orientation (PMO) in an untraditional setting, namely the 2005 contest for the leadership of the British Conservative Party. Based on a collective case‐study method, a content analysis of candidates' speeches and manifestos is provided. We operationalize four attitudinal constructs of a conceptual PMO model and adapt them to suit the novel campaign context. Our findings show further evidence for the existance of a ‘gravitational centre’ effect hypothesized in earlier studies. Furthermore, we qualify the concept of PMO through a long‐term focus and a context‐specific evaluation of the merits of alternative PMO profiles. Thus, the generic conceptual model of political market orientatation, which previously has only been used in the content of parties contesting a general election campaign, can be adapted to alternative campaign situations without a reduction in its explanatory power.

Copyright © 2007 John Wiley & Sons, Ltd.     

Policy on innovation in Australia: Divergence in definitions,problems, and solutions

Innovation has joined the mainstream in many nations as governments search for new ways to tackle challenging societal and economic problems. But Australia is seen to be lagging on innovation policy. Is this related to how governments define innovation? What do they regard as the problem they are addressing? What proposed solutions follow from this? This paper examines how Australian governments have defined innovation over four decades, signalling their policy intentions about how to make the nation more innovative. Definitions of innovation are analysed using 79 Australian (national level) policy documents published from 1976 to 2019. Close reading of these documents suggests two main definitions: innovation as technology, and innovation as culture. Topic modelling uncovers more differentiated themes, shows how definitions change over time, and demonstrates an association between definitions and political parties in government. The divergent approaches suggest a lack of coherence and continuity to policy on innovation in Australia.

Points for practitioners

• Innovation has expanded and broadened in its definition and governments and policymakers have paid increasing attention to it.
• In Australia, there are two main definitions of innovation used in policy—one related to technology and one related to culture.
• The technology view of innovation can be further divided into a focus on businesses or a focus on research and development (R&D).
• Different innovation definitions, problems, and solutions dominate at different times, with Coalition governments tending to favour business and technology over culture, and Labor governments doing the opposite.
• There are divergent approaches to policy on innovation in Australia which suggest a lack of coherence and consistency in policy over the long term.

     

Strategic postures of political marketing: an exploratory operationalization

• In contrast to most political marketing theories which imply that such concepts as ‘voter‐orientation’ or ‘voter‐centric political management’ are trivial and uni‐dimensional, this article will take its starting point from an alternative perspective.
• It draws on the concept of political marketing ‘postures’, i.e. a multi‐faceted conceptual entity, based on varied dimensions of political marketing orientations. The main duality consists of the constructs of ‘leading’ and ‘following’, with an auxiliary (and complementary) dimension of ‘relationship building’.
• This article provides an exploratory methodology to operationalize this concept, which will also be initially tested empiricially, using expert judgements as well as electorate's perceptions.
• Changing postures will be exemplified within a longitudinal application of the concept to perceptions of Tony Blair as Prime Minister.

Copyright © 2006 John Wiley & Sons, Ltd.     

International political marketing: a case study of United States soft power and public diplomacy

• Political marketing can be categorized with three aspects: the election campaign as the origin of political marketing, the permanent campaign as a governing tool and international political marketing (IPM) which covers the areas of public diplomacy, marketing of nations, international political communication, national image, soft power and the cross‐cultural studies of political marketing. IPM and the application of soft power have been practiced by nation‐states throughout the modern history of international relations starting with the signing of the Treaty of Westphalia in 1648. Nation‐states promote the image of their country worldwide through public diplomacy, exchange mutual interests in their bilateral or multilateral relation with other countries, lobby for their national interests in international organizations and apply cultural and political communication strategies internationally to build up their soft power. In modern international relations, nation‐states achieve their foreign policy goals by applying both hard power and soft power. Public diplomacy as part of IPM is a method in the creation of soft power, as well as, in the application of soft power.
• This paper starts with the definitional and conceptual review of political marketing. For the first time in publication, it establishes a theoretical model which provides a framework of the three aspects of political marketing, that is electoral political marketing (EPM), governmental political marketing (GPM) and IPM. This model covers all the main political exchanges among six inter‐related components in the three pairs of political exchange process, that is candidates and party versus voters and interest groups in EPM ; governments, leaders and public servants versus citizens and interest groups in GPM, including political public relations and lobbying which have been categorized as the third aspect of political marketing in some related studies; and governments, interest group and activists versus international organizations and foreign subjects in IPM. This study further develops a model of IPM, which covers its strategy and marketing mix on the secondary level of the general political marketing model, and then, the third level model of international political choice behaviour based the theory of political choice behaviour in EPM. This paper continues to review the concepts of soft power and public diplomacy and defines their relation with IPM.
• It then reports a case study on the soft power and public diplomacy of the United States from the perspectives of applying IPM and soft power. Under the framework of IPM, it looks at the traditional principles of US foreign policy, that is Hamiltonians, Wilsonians, Jeffersonians and Jacksonians, and the application of US soft power in the Iraq War since 2003. The paper advances the argument that generally all nation states apply IPM to increase their soft power. The decline of US soft power is caused mainly by its foreign policy. The unilateralism Jacksonians and realism Hamiltonians have a historical trend to emphasize hard power while neglecting soft power. Numerous reports and studies have been conducted on the pros and cons of US foreign policy in the Iraq War, which are not the focus of this paper. From the aspect of IPM, this paper studies the case of US soft power and public diplomacy, and their effects in the Iraq War. It attempts to exam the application of US public diplomacy with the key concept of political exchange, political choice behaviour, the long‐term approach and the non‐government operation principles of public diplomacy which is a part of IPM. The case study confirms the relations among IPM, soft power and public diplomacy and finds that lessons can be learned from these practices of IPM. The paper concludes that there is a great demand for research both at a theoretical as well as practical level for IPM and soft power. It calls for further study on this subject.

Copyright © 2008 John Wiley & Sons, Ltd.     

“Market” Classification and Political Campaigning

ABSTRACT

There is an argument for a flow of logic from market structure to marketing strategy and performance. The nature of the political “market” and service-product constrains and dictates marketing strategy choices. Interactions between the voter, parties, and candidates in political campaigns could be likened to human services (Dickens, 1996) in commerce. However, parties and candidates operate in peculiar poligopolistic markets competing for the authority to deliver government services through an exclusive right of franchise bidding process similar to that in business-to-business markets. A structure-conduct-performance model is presented based on an analysis of political markets from consumer, industrial, and services marketing perspectives to provide strategic marketing insights. Political marketing is a hybrid subdiscipline of marketing incorporating characteristics from all three major marketing paradigms, with services marketing theory holding particular promise for future theory development.     

The selling of the President 2004: a marketing perspective

• George W. Bush won the 2004 US Presidential election despite the facts of one thousand people losing their life in the Iraq war, the highest rate of increase in unemployment in 70 years and a vitriolic propaganda campaign (Michael Moore, etc.) against him. This case study seeks to explain the success through the prism of marketing theory and conceptual structures, that is, that the Bush team had a superior communications strategy and, within those parameters, superior marketing elements. Thus we seek to surface and integrate a number of causal explanations for his victory that arose from a political marketing orientation, specifically the offer of a ‘coherent narrative’; the conduct of a ‘permanent campaign’; more effective negative advertising (especially by pro‐Bush 527 groups), targeting and packaging; the success of the late campaign ‘big tent’ ploy. None of this however seeks to exclude the more purely political explanations for his success (located in such phenomena as the mobilization of the ‘Christian Right’ and the continuity to the aura attached to the ‘911 President’); nor is the application of marketing thought to political contexts treated uncritically.
• A further aim is to introduce political marketing modes of analysis to a political science audience—not to present them as a new ‘correctness’, for they are certainly vulnerable to challenge, but rather to precipitate more of an intellectual exchange between these two disciplines.

Copyright © 2007 John Wiley & Sons, Ltd.     

Investigating political marketing using mixed method: the case for campaign spending data

This article is a response to calls for new research methods in the study of political marketing. We submit that the mixed method approach to studying how political parties use opinion research and political communication is underused. More specifically we believe that campaign spending data, which are commonly analyzed in electoral studies, can become a significant source of information for the study of political marketing. We summarize the availability of electoral expenditure data in 13 established democracies before using a mixed method design to study political marketing management in Canada. We seek to validate quantitative data about marketing spending activity by administering semi‐structured interviews with practitioners who held senior campaign positions in major political parties. Our preliminary look at campaign finance through a political marketing scholarship lens reveals the strengths of drawing insights from such data but also some limitations. We conclude that, as other research has posited, Canadian political parties focus more on advertising in their approach to campaigning. More broadly, we propose that students of political marketing should balance proprietary interviews with transparent, standardized, replicable and objective sources of information such as campaign spending data, and vice‐versa. Copyright © 2013 John Wiley & Sons, Ltd.     

The effects of membership decline on party organisations in Europe

On election day, voters’ commitment is crucial for political parties, but between elections members are an important resource for party organisations. However, membership figures have been dropping across parties and countries in the last decades. How does this trend affect parties’ organisation? Following classics in party politics research as well as contemporary organisational theory literature, this study tests some of the most longstanding hypotheses in political science regarding the effects of membership size change. According to organisational learning theory, membership decline should induce an expansion of the party organisation. However, threat‐rigidity theory and the work of Robert Michels suggest that parties are downsizing their organisation to match the decline in membership size. To test the hypotheses, 47 parties in six European countries (Denmark, Germany, the Netherlands, Norway, Sweden and the United Kingdom) are followed annually between 1960 and 2010 on key organisational characteristics such as finances, professionalism and complexity. A total of 1,922 party‐year observations are analysed. The results of multilevel modelling show that party membership decline triggers mixed effects. Declining membership size induces the employment of more staff, higher spending and a higher reliance on state subsidies. At the same time, it also triggers lower staff salaries and a reduction in the party's local presence. The findings indicate that today's parties are targeting an organisational structure that is custom‐made for the electoral moment every four years. Faced with lasting membership decline, the party organisation retracts its organisational resources and focuses more on election day. Members matter to parties, but votes matter more.     

Large firms as political actors: A comparative analysis of the chemical industry in Britain,Italy and West Germany

Large firms as political actors are compared in the chemical industry in three countries. In West Germany, co‐ordinated action through the industry associations is important, but firms are developing their own political capabilities. In Italy links with political parties are important, but the operating environment of firms has become less politicised. Britain conforms more to a ‘company state’ model, with the government relations divisions of firms playing a key role. The greatest divergence between the three countries is in terms of relationships with political parties. In general, there is a trend towards greater convergence in government‐business relations in the industry in the three countries, internationalisation being a key factor.     

New Institutionalism and Minority Protection in the National Legislatures of Finland and Denmark

The individual camps within the new institutionalist paradigm generally argue that every political actor operates within a specific framework of opportunities and that the physical environment in which bargaining takes place is very important to understanding political outcomes. This article uses three of the new institutionalisms to answer two important questions concerning minority‐protecting institutions in the national constitutions of Denmark (Article 42) and Finland (Section 66). First, why were such institutions developed? Second, why were these institutions ultimately removed in Finland, but not in Denmark? For both countries, it is argued in this article that historical and discursive institutionalism are useful for understanding why such protections were originally considered necessary by particular political groups in society: the rise of socialism during the late twentieth and early twenty‐first centuries compelled non‐reformist parties to push strongly for constitutional change that would legalize powerful procedural tools that could delay and potentially reverse policy decisions passed in parliament. However, the article invokes rational choice institutionalism to explain why the outcomes in terms of the use of such institutions differed over time in the two countries: differences concerning the scope and timing of the relevant procedures compelled opposition parties to utilize them differently. As a result, the legislative process was often stalemated in Finland (and the procedures were subsequently removed in 1992), while in Denmark, the procedures contributed to a parliamentary culture based on consensus and pre‐legislative bargaining and hence, still remain.     

Strategies of mainstream parties towards their right-wing populist challengers: Denmark,Norway, Sweden and Finland in comparison

Although right-wing populist parties (RPPs) have established themselves in most European countries, the academic discourse on political strategies towards them has been slow to start. This article compares the strategic reactions of the mainstream parties in the Nordic countries. The main findings are threefold: (1) in Denmark, Norway and Finland there has been a gradual change from various disengage to engage strategies over time, while in Sweden there has always been a strong cordon sanitaire; (2) one key difference has been in the speed and extent of the strategy changes; and (3) the choice of strategies, which is a very complex process, can be traced back to a combination of factors at the individual, party and systemic levels. There is a need for more research into the impacts and effectiveness of the strategies, the timing of the choice of strategies and the potential learning effects of political parties.     

Political Marketing and Professionalized Campaigning

Abstract

During the last decade a number of scholars have argued that political campaigning has become professionalized, and that political marketing has become the new dominant campaign paradigm. However, the conceptual relationship between political marketing and the professionalization of political campaigning is unclear. Furthermore, the distinction between political marketing, market orientation, and marketing techniques is often blurred. At the same time, most of the literature is dominated by either an American or British perspective. This makes it unclear as to whether these concepts should be viewed as general concepts, or as concepts relevant primarily for countries that share some specific set of political institutions.

In this backdrop, the purpose of this article is to analyze (1) the conceptual relationship between political marketing, market orientation, marketing techniques, and professionalization of political campaigning, and (2) whether contemporary concepts of political marketing and the professionalization of political campaigning are equally applicable to all modern democracies regardless of, for example, political system and other country-specific factors. It also outlines a theory of strategic party goals for multiple arenas.     

Political marketing in Pakistan: exaggerated promises,delusive claims,marketable development projects and change advocacy

The present study discusses the intricacies of the political landscape in Pakistan and its compatibility with the modern political marketing theory. The election campaigns of the three largest political parties Pakistan Muslim League Nawaz, Pakistan People's Party, and Pakistan Tehreek‐e‐Insaf in the general elections 2013 were critically analyzed in the print media to comprehend the political marketing trends in Pakistan. It was found out that that the three parties largely employed mutually exclusive strategies in order to garner the support of the electorate. The success ratio of the political parties in the general elections 2013 signifies the importance of certain advertising appeals, advertising themes, and aggressively attacking the opponents. The study also questioned the veracity of the exaggerated and delusive claims made in the advertisements. The findings have implications not only for future electioneering in Pakistan, but also other countries with similar demographics and socioeconomic setups. Copyright © 2015 John Wiley & Sons, Ltd.     

Eurosceptic Challenger Parties and Political Opposition in European Union Politics: Part of the Problem or Part of the Solution?

Despite extensive research on Eurosceptic challenger parties, our knowledge of their influence on political opposition has so far been sparse. In this article we make an in‐depth assessment of parliamentary EU opposition, based on 4,264 statements made by national parliamentarians in the European Affairs Committees (EACs) of Denmark and Sweden. Our analysis shows that the presence of Eurosceptic challenger parties in the national parliamentary arena impacts patterns and practices of EU opposition significantly. A greater presence of ‘hard’ Eurosceptic parties in parliament is associated with more opposition in EU politics. These parties deliver a vast majority of the polity‐oriented opposition towards the EU and present more policy alternatives than mainstream parties. The findings presented have implications for our understanding of national parliamentary EU opposition as well as for the assessment of the impact of Eurosceptic challenger parties on the process of European integration.     

Branding in Politics—Manifestations,Relevance and Identity-Oriented Management

ABSTRACT

In contrast to classical marketing, previous research on political marketing has barely considered the branding aspect. This is all the more surprising, given that on the one hand, political parties and their key representatives presumably fulfil the main criteria of an impact-oriented brand as a firmly anchored, consistent perceptual image in the minds of voters. On the other hand, there are many indicators that political brands are of considerable significance for voting decisions. In essence, the importance of brands for voting decisions on the part of the consumers derives from their branding functions, such as orientation aid in the form of an “information chunk” or risk-reduction function in the sense of a confidence surrogate. Based on the hypothesis that brand management thus constitutes a central challenge for the marketing of political parties, it is appropriate to investigate what approach seems best suited to managing political brands and how these should be formulated.     

The Decline of Democratic Governance: An Analysis and a Modest Proposal

Why has democratic governance declined, at least in the Anglo‐American world? This essay maps the causes. It starts with the major parties, once basic agents of mass mobilisation and representation. It argues that a cascading series of developments, often involving contingent adjustments to immediate exigencies, have, in a longer perspective, created a fundamental gap between the political system and its publics. A second section then sketches paths to democratic renewal. How might this gap be closed? What other changes might be required to make this a reality? Are prospects of change fanciful?     

Valence politics and electoral choice in a new democracy: The case of Taiwan

After two peaceful alternations of political power in a single decade, Taiwan is a democratic success story, demonstrating levels of party competition, turnout rates and patterns of civic engagement similar to those in mature Western democracies. What factors drive electoral choice in Taiwan's new democracy? This paper addresses this question by testing rival models of voting behavior using the Taiwan Elections and Democratization Study (TEDS) 2008 presidential election survey data and the 2010 mayoral election survey data. Analyses show that, similar to their counterparts in mature democracies, Taiwanese voters place more emphasis on the performance of political parties and their leaders in delivering policies designed to address valence issues concerning broadly shared policy goals than on position issues or more general ideological stances that divide the electorate. Findings demonstrating the strength of the valence politics model of electoral choice in Taiwan closely resemble the results of analyses of competing models of voting behavior in Western countries such as Great Britain and the United States.