Purpose – The purpose of this paper is to introduce a selection of papers on such subjects as: increased application of marketing to modern politics; the perceptions of its effectiveness – particularly in closely contested elections; the escalation in funding of campaigns; and the increase...

Purpose – The purpose of the paper is to expand existing qualitative parameters in current marketing research discourse by integrating Barthesian theory into the study of subcultural marketplaces. Design/methodology/approach – While essentially conceptual in nature, this paper adopts a...

Purpose – An important concept for social marketing, role modelling has rarely been considered in detail. Instead the focus often lies with celebrity endorsement and has tended to be about product sales rather than behaviour change. The purpose of this paper is to suggest that the role model...