Articulates the concept of market segmentation and examines, critically, how the main
segmentation procedures lead to the conclusions that the main concern ought to be the …

This article looks at some very basic questions concerning Marketing's application to British
politics. Firstly it identifies the degree of influence which marketing has in this area. Secondly …

This article begins by analysing developments in political segmentation over the last
decade. Using an appropriate database and statistical approach, segments of the British …

After identifying the paucity of positioning research relating to political marketing the
construct is defined and practical examples of its application in politics provided. The …

Political parties have long since targeted the marginal constituency and floating voters using
demographic segmentation approaches and the use of market segmentation techniques in …

The perceived importance of five technical service qualities (Gronroos 1984) or features (ie
national and local policies, leaders, values and candidates), and voters' ratings of the …

Political marketing is an application of the principles and practices of marketing to retain
loyal voters to a party, and acquire new voters from the rival parties, candidates and pool of …

The election of 1990 represented the first opportunity for a wholly national marketing
campaign because the of€ ice of president is the only one filled by the country as a single …

This paper seeks to examine attempts by the main political parties in the UK general election
of 2005 to segment the electorate according to their age and position within the life cycle …

Discusses how political parties in Europe, following the trend in the USA, have entered a
new era of the permanent election campaign. Describes the more integrated role played by …