Towards a marketing communications model for small political parties

Bibliographic Data

ID20501296
AuthorsAlkis Thrassou (0000-0001-9409-6602, University of Nicosia), Demetris Vrontis (0000-0001-7570-6241, University of Nicosia), Masaaki Kotabe (0000-0002-1078-4844, Temple University)
EditorsEvangelos Tsoukatos (0000-0002-2670-8555), Carmen Rodrigues-Santos
Year2011
Volume18
Issue3
Pages263-292
Publication date2011-08-02
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueCross Cultural Management An International Journal (JOURNAL)
Journal identifiersISSN: 1352-7606 • E-ISSN: 1758-6089
PublisherEmerald (PUBLISHER)
DOI10.1108/13527601111152824
OpenAlexW1548608767
LanguageEN
Citations received2
References cited59

Purpose Through a comprehensive literature review and data analysis, the purpose of this paper is to adopt a multi‐perspective interrelation of different dimensions of existing theory to eventually bridge the fields of political and business marketing, identify the underlying causes of voter behaviour, and distil the critical factors of small political parties' (SPPs') strategic marketing communications (MCs) success. The research finally develops a preliminary conceptual strategic MCs model for SPPs that fits the context of developed countries and concentrates on the strategic aspects of MCs. Design/methodology/approach The paper is largely conceptual and is based on an extensive literature review and secondary data; strengthened through additional and focused quantitative and qualitative data. Findings The findings indicate an increasing association between business and political marketing, an environmental context that stimulates and nurtures a symbiotic relationship between parties and voters, an enhanced role of “perception management”, and substantial divergence of SPP reality from classical theory. Research limitations/implications Further and focused primary research is required towards model testing. Practical implications A scientific basis is provided for practical strategic implementation of MCs by SPPs. Originality/value The research value stems from its focus on SPPs, its contribution to the generic discussion on business marketing theory applicability to politics; its reinforcement of existing research on the subject through further data and analyses; and additionally to existing researches' focus, its concentration on the strategic aspects of the subject and its contribution to literature of an analogous strategic political marketing model

Business · Business marketing · Economics · Knowledge management · Management science · Marketing management · Marketing science · Originality · Political science · Politics · Qualitative marketing research · Qualitative research · Quantitative marketing research · Relationship marketing · Social science · Sociology · Computer Science · Digital Marketing and Social Media · Media Studies and Communication · Social Media and Politics · Marketing

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