Description

This is a study into political lobbying and how it
has become a feature of modern strategic business
marketing. It includes the first longitudinal study
of UK Political Party Conferences over the period
1994-98 during the Major and Blair administrations
as market places for business to business marketing
as well other political lobbying activity.

The study uses interviews with senior public affairs
executives, politicians, civil servants and not for
profit campaigners and organisers to research issues
and emerging practice. A case study on Sunday
Trading is developed to outline the features and use
of political lobbying and marketing to gain
strategic advantage. This is supported by a number
of case histories which include The National
Lottery, Small Pharmacists, Food Labelling, Local
Government Planning, Drug Patents, Energy Tax,
Television and Regulated Industries which are
explored and the principal features and emerging
practice outlined. The link between regulation or
position in a market and levels of political
lobbying activity is explored and theoretical
constructs proposed.