The Cranfield PhD - Strategic marketing, lobbying and political marketing

Cranfield School of Management

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PhD Opportunities

Strategic marketing, lobbying and political marketing

Supervisor: Paul Baines PhD MPhil DipM PGCHE BSc. (Hons)

Research topics:

The link between strategic marketing and public affairs or lobbying activity

  • how do companies influence their political and regulatory environments and how does it affect their marketing strategies?
  • why and how do some companies build competitive advantage in public affairs activities whilst others in the same industry do not?

The impact of marketing ethical approaches on market positions within an industry and public opinion.

  • which normative ethical approaches should a company adopt under which circumstances? To what extent should such an ethical approach be rigid?
  • how important is public and consumer opinion to firms in different industries? To what extent does public opinion impact on regulatory strategies in particular industries?

The use of marketing by political parties and the consideration of voting behaviour as consumer behaviour.

* How important is public and consumer opinion to firms in different industries? To what extent does public opinion impact on regulatory strategies in particular industries? How do political parties use marketing methods and techniques to persuade the electorate to vote for them?

* How does parties use market segmentation and positioning techniques to target electoral groups?

* Further, considering voter behaviour as a form of consumer behaviour: how do voters think and behave? Is voter decision-making rational or irrational?

Contact Details:

Dr. Paul Baines Tel: 01234 758041 email: paul.baines@cranfield.ac.uk


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