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Journal of Political Marketing Volume 6, 2007 - Issue 2-3
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Original Articles

Theory and Concept Development in Political Marketing

Issues and an Agenda

Dr. Stephan C. Henneberg Manchester Business School, University of Manchester, United Kingdom
&
Professor Nicholas J. O'shaughnessy Queen Mary, London University, United Kingdom
Pages 5-31 | Published online: 22 Sep 2008
 
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Abstract

In this article we argue that the state of theory and concept development in political marketing needs to be related to several epistemological as well as topical themes and issues. Seven meta-theoretical issues are discussed with regard to current theoretical position of political marketing research and some initial recommendations are made on how these issues can be developed further. The second part of the article focuses on topical aspects of theory and concept development in political marketing and highlights nine themes for further research. These themes of political marketing are singled out because of their characteristics which show them to be significantly distinct from commercial marketing practice, and therefore need more careful modelling in concepts and theories of political marketing.

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