Machiavellian marketing: The development of corporate lobbying in the UK

Political lobbying by business has grown considerably in recent years. This paper considers its relationship with marketing communication and marketing. Niccolo Machiavelli, in "The Prince", gives a practical treatise on how to use power and the influences upon the ruler. It is argued that the role of the political lobbyist and corporate campaigner is a modem reflection of Machiavelli's ideas. The literature on lobbying and corporate campaigning in the UK is reviewed and there is an assessment of the insights which marketing can bring to this growing area. The paper presents a working definition of corporate lobbying and campaigning, and an indication of the scale of activity in the UK. A practical research programme for marketing researchers in this significant area is outlined. Some recent cases from current research are given with an outline of some of the core reasons for the growth of "Machiavellian Marketing". Notes Author to whom correspondence should be addressed at: The Manchester Metropolitan University, Faculty of Management and Business, Aytoun Building, Aytoun Street, Manchester, M1 3GH, UK