Marketing in the 2010 British General Election: perspectives, prospect, and practice

Authors: Baines, Paul1; Harris, Phil2

Source: Journal of Marketing Management, Volume 27, Numbers 7-8, 1 July 2011 , pp. 647-655(9)

Publisher: Routledge, part of the Taylor & Francis Group

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This editorial article discusses how televised debates transformed the British General Election campaign of 2010 and impacted upon political leader standing in the election. Papers are introduced in a number of areas including political branding, analysis of attack advertising and its implications, channel experience effectiveness measurement, consumption and co-creation in the sensitive policy area of immigration, the Europeanisation of British political marketing, and how UK expatriates could be targeted by political parties. In addition, we consider continuing gaps in political marketing research including ethical considerations, the application of frameworks from social and not-for-profit marketing, and the link between lobbying and political marketing.

Keywords: British General Election 2010; political marketing; prime ministerial debates

Document Type: Research Article


Affiliations: 1: Cranfield School of Management, 2: University of Chester,

Publication date: July 1, 2011

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