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The metanarratives of political marketing: The modern versus interactive dimensions of political marketing in postindustrial age
Stockholm University, Faculty of Social Sciences, School of Business.
1999 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The metanarratives of marketing and the megamarketing background of practioners contribute to opening a marketing legitimacy gap between marketing and consumers. These metanarratives contribute also a political legitimacy gap between politics and citizens if used in political marketing. Interactive methods in political marketing will truly help to diminish the political legitimacy gap and satisfy the demands of citizens.

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Business Administration
URN: urn:nbn:se:su:diva-1505OAI: diva2:190175
Available from: 2007-01-05 Created: 2007-01-05

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