Toward a stakeholder-based policy process: An application of the social marketing perspective to environmental policy development

This article suggests that the application of social marketing principles to the public policy process can facilitate the efforts of governmental policy-makers and non-governmental stakeholders to articulate their policy desires and to encourage the adoption and acceptance of particular environmental policies. A conceptual framework is presented, emphasizing both the influence of stakeholders on environmental policy development and the education of stakeholders as to the potential effects of the policy. The purpose of such a conceptualization is to show how social marketing principles can be applied to the public policy process in order to enhance the likelihood of successful policy development and implementation.     

The macro and micro views of political marketing: the underpinnings of a theory of political marketing

The multi‐disciplinary nature of political marketing lends itself to a micro/macro analysis. The goal of the article is to present the theoretical frames allowing one to develop an approach to political marketing, which may become the foundations of a general theory of political marketing. Like microeconomics and macroeconomics are the two major categories within the field of economics, so are micro and macro approach to political marketing the two major perspectives that allow one to better understand the workings of modern democracies and the processes taking place there. Such an approach can integrate various theories of particular political behavior considered as part of an external macrostructure, understood as broad social, political, legal, economic, and technological context, with the theories of political behavior of individuals and institutions considered as internal microstructure. Copyright © 2012 John Wiley & Sons, Ltd.     

Symbolism and the construction of political products: analysis of the political marketing strategies of peruvian President Alejandro Toledo

This paper introduces a discussion on how to construct and systematise symbols constructions that serve to define the guidelines for political discourses, using rhetorical methodology. It analyses the political marketing strategies of current Peruvian President Alejandro Toledo and, more specifically, his efforts to recover popularity after one‐and‐a‐half years in office. The fundamental hypothesis is that Toledo has not been able to construct a solid character (apart from being in opposition to Alberto Fujimori), who would be the protagonist in the ‘story’ of solving the real problems of the people, which, according to the opinion polls, are lack of employment, lack of opportunities, and lack of money for daily expenses. The rhetorical approach, based on Kenneth Burke's Dramatism Theory, is useful for understanding the construction of the political spectacle, the scene where all the marketing strategies and tools are applied. Copyright © 2004 Henry Stewart Publications     

Marketing political soap: a political marketing view of selling candidates like soap,of electioneering as a ritual,and of electoral military analogies

This paper examines three common political expressions and ideas from a marketing perspective. First, the origins of the ‘selling candidates like soap’ expression are traced and it is argued that, rather than being ‘sold’ like a product, candidates are instead ‘marketed’ like a service provider such as a real estate agent. Traditional campaign rituals have a legitimate marketing function if electors, and not just political actors, are meaningfully incorporated and military analogies in elections have increasing relevance given the classic military strategy used by commercial marketers. Together, these examples suggest that the application of marketing to politics may require the rethinking of ingrained electoral jargon and concepts. Copyright © 2003 Henry Stewart Publications     

Understanding communication in disaster response: A marketing strategy formulation and implementation perspective

An analysis of communication disaster response in four well‐known natural disasters explores at what stage a disaster communication plan can fail. Based on a marketing strategy formulation–implementation framework, four different outcomes are used to examine what makes a disaster communication plan succeed or fail. This leads to an identification of barriers to the implementation of disaster communication plans. Very often in disaster communication plan failures the strategy formulation is blamed. However, often it is implementation at fault. This makes it hard to diagnose the reason for the communication plan failure. By taking heed of the barriers identified here, disaster response executives can hopefully overcome some of the causes of disaster communication plan failure. Avenues for future research are identified.     

The New President Makes a Budget: From Eisenhower to Bush

Beginning with Eisenhower in 1953, newly elected presidents have proposed revisions to the budgets their predecessors submitted just before leaving office. Only Eisenhower and Reagan enjoyed substantial success in these efforts; the other four soon found that Congress has become increasingly determined to work its own will in budgetary matters. While we have only six cases of new presidents who tried to revise their predecessors' budgets, it seems clear that the two most significant determinants of success have been the personal popularity of the president and a favorable ideological (not partisan) balance in Congress.     

The internal‐external marketing orientation of a political party: social implications of political party marketing orientation

This paper attempts to examine and define marketing's role and significance in the political arena and understand the social implications of political marketing more appropriately. A case study was undertaken to examine a major Australian political party's marketing orientation using key facets of the Kotler and Andreasen (1991) typology of internal versus external orientation and the Kohli and Jaworski (1990) market orientation perspective. An examination of this nature has previously not been undertaken in the area of political marketing to explore the social marketing issues from the marketer's perspective. The findings indicate significant issues for parties and marketing researchers to consider in relation to marketing and market orientation of political parties. Copyright © 2001 Henry Stewart Publications     

The President as Institution Builder: The Reagan Case

Every president bestows upon his successors a "legacy" that will have an impact on both policy issues and institutional operations. Although attention is commonly focused on the president's role as a policymaker, he serves as an institution builder, as well, leaving a legacy that is manifested in long-term developments, in technical details of managing the job, and in patterns of interaction with other actors in the political environment. Reagan's institutional legacy has been the subject of intense debate and is addressed here in relation to five vantage points as they were employed during his eight years in office: personnel, structure, standard operating procedures, modes of exercising influence, and norms. These dimensions are examined in relation to the presidency, the bureaucracy, Congress, and the judiciary.
Reagan's departures in the selection and management of executive and judicial branch personnel were the most distinctive features of his legacy. Important changes were also made in the regulatory review and budgetary processes. Politicization and centralization, two long-term developments in the presidential office, gained renewed vigor, and Reagan elaborated a judicial strategy for achieving policy goals while refining the administrative strategy pioneered earlier by Nixon. Serious damage may well have been done to the norms of public service and justice under the rule of law. The framework introduced here promises to help scholars deal more systematically with the institutional impacts of both past and future presidents.     

Branding the Image of a Fox: The Psychological Profile of EU President Herman Van Rompuy

This article presents the branding case of EU president Herman Van Rompuy. The branding of the political image is at the heart of being “in control.” Political candidates, even those with a damaged reputation, are therefore challenged to produce an image that projects nothing but the positive side of their characters or the traits that fit the position they desire. Which are the personality traits required, in the given context, from a chief executive of the European Union? And which are the traits projected by Van Rompuy? This article introduces the psychological profiling technique by Immelman (2004 Immelman, A. (2004). Millon inventory of diagnostic criteria manual (2nd ed.). (Available from Aubrey Immelman, Dept. of Psychology, St. John's University, Collegeville, MN 56321, USA). [Google Scholar]) as a political marketing technique. Thanks to this personality assessment that refers to the public image, it becomes possible to brand the profile of the current EU president and to compare the personal profile with the desired one.     

The conservative political logic: a discourse-theoretical perspective

In contrast to other core constituents of modern politics, conservatism has not been the object of much discursive-constructivist rethinking. Inspired by Laclau’s work and by Glynos and Howarth’s discourse-theoretical development of the notion of logics, this article sets out to identify the conservative political logic. Conservative politics, it argues, articulate demands as conservation, envisaged as a process of ensuring the desirable continuity of the social order between past, present and future, in opposition to a (demand for) change that is argued to constitute a dislocatory threat to the continuity of the social order. The conservative political logic interpellates citizens as members of that threatened social order, and presents conservative politics as the way to protect this threatened social order. Building on a critical discussion of dominant approaches to conservatism, the article proposes to identify the more formal logic that structures conservative rhetoric as an alternative for a substance-based ideological definition of conservatism. The distinctiveness of the discourse-theoretical perspective on conservative politics becomes more pronounced as the article moves on to argue that conservatism discursively constructs changes as threats to the social order, and, finally, shows how conservative politics discursively construct and reproduce the social order they (cl)aim to conserve.     

The marketing profession: evolution and future

• Marketing claims professional status and presents to the broader community as professional. The paper draws on previous contributions to the broader issue of professionalism and uses the examples from law, medicine and accounting to argue that the attempt has been neither completely successful nor easily demonstrable. Five criteria common to well‐known and accepted professions are developed. The paper concludes that marketing is yet to achieve professional status and asks whether such status is essential for marketers.

Copyright © 2006 John Wiley & Sons, Ltd.     

Arts marketing framework: The arts organisation as a hub for participation

The proliferation of artistic content, increased mobility of people, ethnic diversification, and increased scarcity of time outside of work against a backdrop of austerity requires an integrated approach to marketing within the arts. This paper proposes a framework for the marketing of arts based on participation, cocreation, and social networks. Additionally, the framework considers the role of self-construal in the participation of arts.     

The provision of lighthouses services: a political economy perspective

Ronald Coase’s 1974 article on lighthouses and the Trinity House case, in particular, has triggered extensive debate on the notion of a public good, but also on the possibility of private production of public goods. The resultant literature has discussed the concept of private property and the characteristics of a public good, and offered an economic analysis of the status of lighthouses. This contribution sets out to situate the debate in the context of an economic policy for which the lighthouse is an asset subject to political rent seeking. Thus, it highlights the fact that the characteristics of rivalry and exclusion, which define the public good, are in fact influenced by governments, which decide the nature of the services produced by lighthouses. The weight of the institutional setting, together with political competition for the control of lighthouses, calls for interpretation relating to rent seeking. In this respect, the lighthouse, prior to being a capital asset, has already emerged as a political object that is a source of revenue for certain individuals.