Political Marketing Redefined: Exploring the Consequences of Stakeholders on the Marketing Mix and Political Consumption
Recent political campaigns support the notion that a new political marketing mix has emerged, one which has adapted political and marketing theory to political consumers who are also stakeholders in the political marketing process. This paper will explore how stakeholder affects consumers and consumption of political products.
Andrew Hughes and Stephen Dann (2012) ,"Political Marketing Redefined: Exploring the Consequences of Stakeholders on the Marketing Mix and Political Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 357-367.
Andrew Hughes, Australian National University
Stephen Dann, Australian National University
AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012
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