Theory and Concept Development in Political Marketing Issues and an Agenda

In this article we argue that the state of theory and concept development in political marketing needs to be related to several epistemological as well as topical themes and issues. Seven meta-theoretical issues are discussed with regard to current theoretical position of political marketing researc...

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Bibliographic Details
Published inJournal of political marketing Vol. 6; no. 2-3; pp. 5 - 31
Main Authors Henneberg, Stephan C., O'shaughnessy, Nicholas J.
Format Journal Article
LanguageEnglish
Published Taylor & Francis Group 08.08.2007
Subjects
concept development
epistemology
Marketing
Political marketing theory
Political Science Theories
research agenda
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Summary:In this article we argue that the state of theory and concept development in political marketing needs to be related to several epistemological as well as topical themes and issues. Seven meta-theoretical issues are discussed with regard to current theoretical position of political marketing research and some initial recommendations are made on how these issues can be developed further. The second part of the article focuses on topical aspects of theory and concept development in political marketing and highlights nine themes for further research. These themes of political marketing are singled out because of their characteristics which show them to be significantly distinct from commercial marketing practice, and therefore need more careful modelling in concepts and theories of political marketing.
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ISSN:1537-7857
1537-7865
DOI:10.1300/J199v06n02_02