Why politics needs marketing

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2003-05-01 DOI:10.1002/NVSM.205

R. Mortimore

引用次数: 18

Abstract

This paper examines the survey evidence for the low standing of politics, politicians and political institutions in the mind of the British public, and discusses its consequences. Present public opinion about political parties in Britain, and about politicians in general, is predominantly negative. Politicians are distrusted, to a considerably greater extent than can be explained solely by their bad press. Nor is the public very familiar with politicians or political institutions. Yet it can be shown that in general (and not only in the political field) ‘familiarity breeds favourability, not contempt’. This may be feeding through into hostility towards the entire sector—not only the strictly ‘political’, but other institutions such as public services which the public associates with politics or government. Copyright © 2003 Henry Stewart Publications

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为什么政治需要营销

本文考察了政治、政治家和政治机构在英国公众心目中的低地位的调查证据，并讨论了其后果。目前，公众对英国政党和政治家的看法主要是负面的。政客们不被信任，其程度远远不能仅仅用他们的负面报道来解释。公众对政治家或政治机构也不是很熟悉。然而，总的来说(不仅是在政治领域)，“熟悉会滋生好感，而不是鄙视”。这可能会导致对整个部门的敌意——不仅是严格意义上的“政治”部门，还包括公众与政治或政府联系在一起的公共服务等其他机构。版权所有©2003 Henry Stewart Publications

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.