Strategic Political Postures and Political Market Orientation
Toward an Integrated Concept of Political Marketing Strategy
Bibliographic Data
| ID | 12773603 |
|---|---|
| Authors | Robert P Ormrod (0000-0003-3472-9935, Aarhus University, corresponding author), Stephan C Henneberg (0000-0002-5583-5094, University of Manchester) |
| Year | 2010 |
| Volume | 9 |
| Issue | 4 |
| Pages | 294-313 |
| Publication date | 2010-10-29 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Political Marketing (JOURNAL) |
| Journal identifiers | ISSN: 1537-7857 • E-ISSN: 1537-7865 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/15377857.2010.518106 |
| OpenAlex | W2010486914 |
| Language | EN |
| Citations received | 12 |
| References cited | 55 |
Recently, the areas of strategic political marketing and political market orientation have been the subject of several conceptual articles which have provided the theoretical foundations for further empirical work. However, despite the close conceptual relatedness of the proposed concepts, these have yet to be integrated to provide a more nuanced framework which both researchers and political marketing practitioners can utilise in the development of strategies and offerings with which to achieve their organizational goals. The aim of this conceptual paper is to address this deficit by developing an integrated concept of political marketing strategy using two complementary frameworks, namely Strategic Political Postures (SPP) and Political Market Orientation (PMO). We introduce the two main concepts and derive for each of the strategic posture-specific PMO profiles as well as inter-construct relationships
Business · Conceptual framework · Market Orientation · Political science · Politics · Public relations · Social science · Sociology · Work (physics · Corporate Social Responsibility Reporting · Engineering · Political Influence and Corporate Strategies · Social Media and Politics · Marketing
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| Citations per year | 0.86 |
|---|---|
| Citation span | 2012 - 2026 (15) |
| Highly cited | No |