Political marketing segmentation the case of UK local government

Rees, Patricia L. and Gardner, Hanne (2005) Political marketing segmentation the case of UK local government. Journal of Nonprofit & Public Sector Marketing, 14 (1-2). pp. 169-184. ISSN 1049-5142

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Abstract

This article considers the nature and use of segmentation in political marketing. The importance of an awareness of political marketing at a more local level will become particularly important with the onset of regional government. The article particularly concerned with segmentation in local government where there has been little empirical research. The results of a survey amongst local government officers are presented. The article concludes that a significant minority of local government officers use segmentation. The key factors facilitating the use of segmentation were found to be education, experience, the role of the chief executive and central government pressure.