Methods of political marketing in (trans)formation of innovation culture
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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.