Document Type

Contribution to Book

Language

eng

Publication Date

1989

Publisher

Pearson/Allyn & Bacon

Source Publication

Social Marketing: Promoting the Causes of Public and Nonprofit Agencies

Source ISSN

9780205120840

Abstract

Alexander Haig, Jr., a 1988 presidential hopeful, remarked, concerning campaign politics: "I have learned the secret of life--it's in marketing" (1986). The emergence of marketing in non-business organizations, so well documented in recent writings, is accented by its ascendancy in politics (Laczniak and Caywood 1987; "Four More years" 1985; Mauser 1983; Rothschild 1978). Any campaign manager interested in applying orthodox marketing principles to his or her craft will find the use of marketing techniques in the political sphere particularly instructive.

Comments

Published version. "The Marketing of Political Candidates: Current Tactics and Future Strategies," in Social Marketing: Promoting the Causes of Public and Nonprofit Agencies, edited by Seymour H. Fine. Boston: Allyn & Bacon, 1989: 233-257. © Allyn & Bacon 1989. Used with permission.

Included in

Marketing Commons

Share

COinS