Political Stakeholder Marketing
What, When, Why?
What is a stakeholder? Do we mean a customer, a business partner, legislation, the financial markets – or all of these? How can we explain the rise of Donald Trump and the success of the Brexit Campaign in the UK?
There has been a lot of research on the impact of voters and the media on the ability of political organizations to achieve their aims, but these are not the only actors that influence political candidates and parties. Not only this, but political organizations work in markets that are different to their commercial cousins on a theoretical level. In this book, Robert Ormrod provides the first application of the stakeholder concept to the political marketplace. The questions he asked are not only what are the political organization’s stakeholders, but also when are they stakeholders and why are they stakeholders?
Political Stakeholder Marketing enriches our understanding of the fundamental differences between marketing in business and marketing in politics, how these differences affect the role of stakeholders in relation to political organisations and how these differences affect how stakeholders can be categorized.
Table of Contents
Chapter 1: Introduction
Chapter 2: What is Political Marketing?
Chapter 3: What is a Stakeholder?
Chapter 4: Stakeholders in the Political Marketing Context
Chapter 5: Stakeholders in the Political Marketplace
Chapter 6: Categorising Political Marketing Stakeholders
Chapter 7: Conclusion
Robert P. Ormrod is Associate Professor of Business Economics at Aarhus University, Denmark. His main research focus is on Strategic Political Management. Ormrod publishes regularly in peer-reviewed journals such as Marketing Theory, European Journal of Marketing, Journal of Political Marketing and Party Politics. He is a member of the Editorial Board of the Journal of Political Marketing.