Political marketing: an information‐economic analysis
Hans H. Bauer
(University of Mannheim, Mannheim, Germany)
Frank Huber
(University of Mannheim, Mannheim, Germany)
Andreas Herrmann
(University of Mannheim, Mannheim, Germany)
2017
Abstract
Outlines awareness of political marketing in Germany and argues that there is a need for the German political parties to market themselves. Discusses some of the essential aspects of political marketing, with particular reference to the institutions, ingredients and instruments involved. Concentrates on an analysis of party membership as a form of system transaction, in the light of the sharp decline in the membership of the major parties.
Keywords
Citation
Bauer, H.H., Huber, F. and Herrmann, A. (1996), "Political marketing: an information‐economic analysis", European Journal of Marketing, Vol. 30 No. 10/11, pp. 152-165. https://doi.org/10.1108/03090569610149863
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited