Revisiting the Contemporary Flow of Influence in Political Marketing

It appears your Web browser is not configured to display PDF files. Download adobe Acrobat or click here to download the PDF file.

Click here to download the PDF file.

Creator: 

Vodrey, Simon Patrick Robert

Date: 

2020

Abstract: 

This dissertation examines the extent to which the flow of influence and innovation between commercial and political marketers is bidirectional and operating as a feedback loop rather than merely being a unidirectional flow from commercial to political marketers as is commonly assumed in the political marketing literature. It uses in-depth elite interviews to examine that subject matter and those interviews are also used to answer three research questions: First, to what extent is political marketing influencing the practice of commercial marketing? Second, how have changes in marketing strategies and technology impacted both political and commercial marketing? Third, what are the likely consequences of the relationship between political marketing and commercial marketing? With these research questions in mind, analysis focuses on two broad areas that exemplify the bidirectional flow of influence and innovation being sought for: marketing and technology.

Subject: 

Communication
Marketing

Language: 

English

Publisher: 

Carleton University

Thesis Degree Name: 

Doctor of Philosophy: 
Ph.D.

Thesis Degree Level: 

Doctoral

Thesis Degree Discipline: 

Communication

Parent Collection: 

Theses and Dissertations

Items in CURVE are protected by copyright, with all rights reserved, unless otherwise indicated. They are made available with permission from the author(s).