Strategic Political Postures and Political Market Orientation: Toward an Integrated Concept of Political Marketing Strategy

Recently, the areas of strategic political marketing and political market orientation have been the subject of several conceptual articles that have provided the theoretical foundations for further empirical work. However, despite the close conceptual relatedness of the proposed concepts, they have yet to be integrated to provide a more nuanced framework that both researchers and political marketing practitioners can utilize in the development of strategies and offerings with which to achieve their organizational goals. The aim of this conceptual article is to address this deficit by developing an integrated concept of political marketing strategy using two complementary frameworks, namely strategic political postures and political market orientation (PMO). The authors introduce the two main concepts and derive for each of the strategic posturespecific PMO profiles as well as interconstruct relationships.