Methods of Political Marketing in (Trans)Formation of Innovation Culture

This paper examines the possibility to use political marketing concepts and methods in the promotion of one of the main targets of a national innovation policy, that is, the development of an innovation culture among private firms. Cyprus, a small peripheral country, is used as a case study. The current methods of promotion and the communication activities of public innovation policy makers in Cyprus and their deficiencies are outlined. Then, a specific framework for developing a relevant marketing strategy is proposed. Newer trends in political marketing theory are also examined for possible application in the improvement of marketing strategy and its implementation.

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