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2018 | OriginalPaper | Buchkapitel

2. The Relationship Between Value Co-Creation, Exchange and Stakeholders

verfasst von : Andrew Hughes

Erschienen in: Market Driven Political Advertising

Verlag: Springer International Publishing

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Abstract

The relationship between stakeholders and political advertising has always been an important one but in the digital age that relationship is under threat from stakeholders with Machiavellian motives. This chapter outlines an actor-to-actor stakeholder-based conceptual model of value exchange in political marketing, which can be used to explain actor or stakeholder behaviour in any political system.

The chapter discusses the role of political marketing in a relationship marketing context. It looks into the influence which information from digital and social apps is having on strengthening existing relationships and developing new ones. The consequences on politics of this, such as the use of micro targeting strategies and database marketing through organisations such as Cambridge Analytica, is also examined.

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Vorheriges Kapitel Introduction and Outline

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Titel: The Relationship Between Value Co-Creation, Exchange and Stakeholders
verfasst von: Andrew Hughes
Verlag: Springer International Publishing
Buch: Market Driven Political Advertising
Print ISBN: 978-3-319-77729-0

Electronic ISBN: 978-3-319-77730-6

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-319-77730-6_2