Manchester Metropolitan University's Research Repository

    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

    File not available for download.


    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.

    Impact and Reach


    Activity Overview
    6 month trend
    6 month trend

    Additional statistics for this dataset are available via IRStats2.


    Actions (login required)

    View Item View Item