The odd couple: marketing and Maggie

European Journal of Marketing - Tập 30 Số 10/11 - Trang 114-126 - 1996
MargaretScammell1
1School of Politics and Communication Studies, University of Liverpool, Liverpool, UK

Tóm tắt

Margaret Thatcher enjoys an international reputation as a conviction politician. In her latter years as Prime Minister, and ever more since her resignation she has come to symbolize “principled politics” in contrast both to her own successor and her political opponents, who are perceived more ambiguously, bowing to public opinion and/or party pressure. Yet, in her early years as leader, it was Mrs Thatcher who was criticized as a “packaged politician”. Argues that she entrenched political marketing in modern British politics and her campaigns provided the model which her opponents have now followed. Set within a historical context, Examines the uses, successes and failures of marketing under Thatcher and argues that she managed to reconcile the superficially contradictory couplet of marketing and political conviction.

Từ khóa


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Thông tin
Thông tin xuất bản

European Journal of Marketing

Tập 30 Số 10/11

114-126

Thông tin tác giả