All Outputs (2)

Political branding: a research agenda for political marketing (2022)
Book Chapter
Pich, C. (2022). Political branding: a research agenda for political marketing. In B. I. Newman, & T. P. Newman (Eds.), A Research Agenda for Political Marketing (107-128). Edward Elgar Publishing. https://doi.org/10.4337/9781800377202.00014

This chapter adheres to four objectives. First, the chapter presents the different typologies of political brands and reflect on their strategic orientations [see STP catalogue]. Second, the chapter considers strategic political segmentation and diff... Read More about Political branding: a research agenda for political marketing.

To be a marketer or to do what marketers do? Using a mixed methods approach to explore the aspiring marketer mind-set (2022)
Journal Article
Woodall, T., Pich, C., Armannsdottir, G., Allison, S., Howarth, R., & Poorrezaei, M. (2022). To be a marketer or to do what marketers do? Using a mixed methods approach to explore the aspiring marketer mind-set. Journal of Vocational Behavior, 135, Article 103716. https://doi.org/10.1016/j.jvb.2022.103716

Both anecdotal and evidential testimonies posit marketing as a “wicked” endeavor, in thrall to sales and profit and at odds with society's needs. Using social identity theory as our primary frame of reference we look to obtain some foreground underst... Read More about To be a marketer or to do what marketers do? Using a mixed methods approach to explore the aspiring marketer mind-set.