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date: 10 December 2018

Abstract and Keywords

This article reports the growth and use of political marketing, in literature and practice, in its broader communications context. It also presents an historical overview of the trajectory of political marketing, as both political practice and a disciplinary subfield. Attention is then turned to the specific models and concepts, derived from business, which underpin and inform this development, and shows how these have been used to both describe and prescribe practice. Moreover, it places political marketing in its broader context and investigates its structural basis. Throughout, the underlying assumptions are teased out, and key areas of contention and debate are also highlighted. Some argue that, in practice, the UK is simply following trends in the USA, both in the use of marketing and also as marketing has become entwined with a permanent campaign approach to government, which could be seen to reinforce the Americanization thesis.

Keywords: political marketing, UK, USA, Americanization, government

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