Measuring political strategy


Academic Literature

O’Cass, Aron (1996). ‘Political marketing and the marketing concept’. European Journal of Marketing, 30(10/11): 45–61.

Ormrod, Robert P., and Stephan C. Henneberg (2006). ‘Different facets of market orientation: a comparative exploratory analysis of party manifestos in Britain and Germany’. 3rd International Conference on Political Marketing, 5 April.

Strömbäck, Jesper (2010a). ‘A Framework for Comparing Political Market-Orientation’, in Jennifer Lees-Marshment, Jesper Strömbäck and Chris Rudd (eds) Global Political Marketing, London: Routledge, 16–33.

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