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- Title
The Politics of Marketing: Analyzing the Parallel Political Marketplace.
- Authors
Hutt, Michael D.; Mokwa, Michael P.; Shapiro, Stanley J.
- Abstract
While marketing theorists emphasize the importance of negotiating favorable exchange agreements with powerful external stakeholders, such as regulatory agencies or trade associations, little attention has been given to the nature of these exchange processes or to the role that the marketing function assumes in this process. Extending the political economy framework, the concept of the parallel political marketplace is offered for exploring the exchange relationships that span both economic and political market domains.
- Subjects
GOVERNMENT policy on advertising; INDUSTRIAL management; MARKETING theory; MARKETING; MARKETING research; INTERNATIONAL trade; ECONOMICS; COMMERCIAL geography; INDUSTRIAL policy; POLITICAL economic analysis; GOVERNMENT policy
- Publication
Journal of Marketing, 1986, Vol 50, Issue 1, p40
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298605000104