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Consumer Behaviour and the Labour Party
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| Submitted: Mon Jun 19 2006
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MA STRATEGIC MARKETING CUSTOMER DYNAMICS Consumer Behaviour and the Labour Party: A look at Tony Blair's Leadership Teacher: Clifton Kandler Student: Paula Fontenelle ID: fp205 Introduction This paper analyses how some of Consumer Behaviour concepts and theories are applied to Political Marketing. In order to guarantee focus and a more in depth evaluation of such techniques, the chosen "brand" for this report was the Labour Party, particularly during the 1997 and 2001 British General Elections. The purpose of this paper is to show how political and mainstream marketing are closely related and how the field of consumer behaviour plays a major role in electoral campaigning. Also, some of their differences will be pinpointed throughout the work. The paper starts with a brief history of the Labour Party and then, it introduces a few concepts of the consumer behaviour field regarding its similarities and differences to political marketing. After that, the writer analyses Semiotics as an important element of consumer...
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