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Local political marketing in the context of the conservative party

Reeves, P

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Abstract

Local political marketing can be defined as marketing related strategy, activities, and tactics implemented by a political party in a local geographic constituency, in order to attempt to maximise aggregate potential voter satisfaction, and therefore maximise total number of votes and electoral support in the constituency. Through 12 in-depth interviews with Local Constituency Party representatives from the Conservative Party, the study found that local political marketing was acknowledged by a majority of respondents although this was not unequivocal, and was frequently conflated with campaigning. Local political marketing was associated with: visual identity, language/messages, values, image, communication devices, awareness raising, data management and targeting, and simplification. The support from higher levels of the party in local political marketing was varied across constituencies. There was evidence of growing coordination /influence by higher levels of the party in local political marketing. However, this tended to be in seats judged as ‘winnable’.

Citation

Reeves, P. (2013). Local political marketing in the context of the conservative party. Journal of Nonprofit and Public Sector Marketing, 25(2), 127-163. https://doi.org/10.1080/10495142.2013.760990

Journal Article Type Article
Publication Date May 14, 2013
Deposit Date Feb 11, 2015
Publicly Available Date Apr 5, 2016
Journal Journal of Nonprofit & Public Sector Marketing
Print ISSN 1049-5142
Electronic ISSN 1540-6997
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 25
Issue 2
Pages 127-163
DOI https://doi.org/10.1080/10495142.2013.760990
Keywords politics, marketing, local, conservative, election, qualitative
Publisher URL http://dx.doi.org/10.1080/10495142.2013.760990
Related Public URLs http://www.tandfonline.com/toc/wnon20/current
Additional Information Access Information : This is an Author's Accepted Manuscript of an article published in Journal of Non-profit and Public Sector Marketing, 2013 [copyright Taylor & Francis], available online at: http://www.tandfonline.com/ [10.1080/10495142.2013.760990]

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