The growth of the political marketing industry and the California initiative process

Author:

Bowler Shaun,Donovan Todd,Fernandez Ken

Abstract

Looks at the California initiative (referendum) process and its development. Outlines the political marketing industry, its techniques and development, as part of the initiative process. Examines the marketing industry in California and campaign techniques and practices. Considers why an industry devoted to political marketing arose when it did, over and above the simple adoption of campaigning techniques.

Publisher

Emerald

Subject

Marketing

Reference27 articles.

1. Ainsworth, B. (1990, “Initiative wars: if you can’t beat ‘em, swamp ‘em”, California Journal, March..

2. Banducci, S. (1992, “Voter confusion and voter rationality: the use of counter proposal in the direct democracy process”, unpublished manuscript, UC Santa Barbara..

3. Berg, L. and Holman, C. (1989, “The initiative process and its declining agenda setting value”, Law and Policy, Vol. 11, pp. 451‐69.

4. Bogart, L. (1957, “Opinion research and marketing”, Public Opinion Quarterly, Vol. XXI No. 1, pp. 129‐40.

5. Bowler, S. and Donovan, T. (1994, “Opinion change on ballot propositions”, Political Behavior, Vol. 16 No. 4 December, pp. 411‐35.

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