Considerations on the evolution of political marketing theory

Research output: Contribution to journalArticleResearchpeer-review

39 Citations (Scopus)


The significance of politics and election for societies demands the integrated engagement of researchers in politics and marketing. The natural diversity of political contexts, structures and processes complicates the process of theory development in political marketing, but continuous change in political marketplaces provides a rich ground for study. Recent considerations on the evolving dominant logic of marketing - a perspective that emphasizes intangible resources, the co-creation of value and sustainable relationships - resonate with the interests of political marketing scholars. The extension of marketing models to social and political contexts increases their contribution to societal welfare; directions for future work in the field are proposed.
Original languageEnglish
Pages (from-to)149 - 164
Number of pages16
JournalMarketing Theory
Issue number2
Publication statusPublished - 2009
Externally publishedYes

Cite this