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Lloyd, J. (2012)
Languages: English
Types: Unknown
Subjects:
This paper explores the extent to which it is possible to achieve a ‘market orientation’ in the field of politics when the stakeholders that comprise those markets appear to have ‘needs’ and ‘wants’ that are not only diverse but sometimes also contradictory. \ud Using the US phenomenon of the Tea Party Movement as a case in point, this paper explores the implications for those attempting to achieve a political marketing orientation in such a difficult field and the resultant challenges posed for the formulation and delivery of the political ‘product’.\ud The paper concludes with some reflections upon the impact that a market orientation has upon voter expectations and its potential impact upon voter satisfaction with the political ‘market’ as a whole.
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