The Politics of Marketing: Analyzing the Parallel Political Marketplace

Abstract

While marketing theorists emphasize the importance of negotiating favorable exchange agreements with powerful external stakeholders, such as regulatory agencies or trade associations, little attention has been given to the nature of these exchange processes or to the role that the marketing function assumes in this process. Extending the political economy framework, the concept of the parallel political marketplace is offered for exploring the exchange relationships that span both economic and political market domains.