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Title: Towards a Critical Political Marketing Agenda?
Authors: Moufahim, Mona
Lim, Ming
First Published: Sep-2009
Publisher: Routledge (Taylor & Francis) on behalf of Westburn Publishers Ltd
Citation: Journal of Marketing Management, 2009, 25 (7/8), pp. 763-776
Abstract: This paper conceptualizes political marketing as a field which needs to engage more deeply with the symbolic and discursive insights of critical theory in order to advance significantly beyond its current theoretical and empirical parameters. Although the marketing theories and concepts which have influenced this growing sub-discipline have been applied productively to the marketing of political parties (and, more broadly, to the processes of democratic governance), political marketing scholars now recognize the need to stretch both its theoretical and practical boundaries in order to promote a more inclusive research agenda. This paper reviews some of these concerns, analyses their strengths and weaknesses and proposes a ‘critical turn’ for the field of political marketing based on critical theories of consumption, production and difference.
DOI Link: 10.1362/026725709X471613
ISSN: 1472-1376 (electronic)
0267-257X (paper)
Type: Article
Rights: Author Posting © Westburn Publishers Ltd, 2009. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Marketing Management, 2009, 25 (7/8), pp. 763-776, doi: 10.1362/026725709X471613,
Appears in Collections:Published Articles, School of Management

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