This article develops a conceptual framework and measurement model of political market orientation. The relationships between different behavioural aspects of political market orientation and the attitudinal influences of such behaviour are analysed, and the study includes structural equation modelling to test several hypotheses. While the results show that political parties focus on several different aspects of market-oriented behaviour, especially using an internal and societal orientation as cultural antecedents, a more surprising result is the inconclusive effect of a voter orientation on political market orientation. This lends support to the argument of 'looking beyond the customer' in political marketing research and practice. The article discusses the findings in the context of the existing literature on political marketing and commercial market orientation.
Journal of Marketing Management, 2010, Vol 26, Issue 1-2, p. 108-130
Political market orientation; Voter orientation; Stakeholder orientation; Political marketing; Party behaviour