Call for Papers: Relationships and political marketing

Special issue: Call for papers from the Journal of Political Marketing

Guest editor: Dianne Dean

We are living in an era where the political environment is becoming more complex, advances in technology leading to the development of social media has created more opportunities to reach the citizen. Hence, political marketers are able to disseminate more information, in real time, through more communication channels leading some to suggest that we are in an age of the ‘permanent political campaign’. It is conceivable that this would lead to greater engagement in politics and electoral participation, however it appears that there is a decline in party identification and voter turnout has also decreased in many parts of the world.

Therefore in this dynamic and rapidly fragmenting environment there is greater uncertainty and a need to consider alternatives to the traditional transactional exchange paradigm (Lock and Harris 1996; Dean and Croft 2001) as the political market place is no longer where we merely exchange votes for promises. Rather political marketers need to develop long term strategies which build loyalty through delivery of electoral promises which would build trust and legitimize the democraticparty system (Henneberg and O’Shaughnessy 2009).

Whether we envisage the political market place where voters are treated as consumers, or as a diverse group of stakeholders, each notion brings with them their own theories and mechanisms for understanding needs, identifying where those needs can be accommodated within the party core values, and how they can be communicated to the target group.

Therefore the purpose of this special issue focuses on relational approaches to political marketing. Papers are invited from all research traditions that seek to build our understanding of ‘relationships’ in the political market place. Listed below are suggested areas that maybe of interest but we are keen to receive papers that address the following themes.

  • Elections
  • Engaging voters
  • Long term campaigns
  • Party identification
  • Party engagement
  • Internal marketing
    • Party members
    • Party activists
  • Low involvement relationships such as branding
  • Relationship building through social media
  • Critical approaches to political relationship marketing
  • Activism

All submissions will be double blind reviewed in accordance with the Journal of Political Marketing. Authors are directed to the Journal of Political Marketing for guidance on formatting their article

The contribution of the paper should be clearly stated in the abstract and should reflect the special issue theme.The deadline has been extended to October 1 2014

Any queries should be sent to the Guest Editor of the special issue at the following email:

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