Leadership and the role of communication in public marketing management

Original Article

DOI: 10.1007/s12208-013-0105-9

Cite this article as:
Ortigueira-Sánchez, L.C. Int Rev Public Nonprofit Mark (2014) 11: 13. doi:10.1007/s12208-013-0105-9


This paper focuses on the leadership and communication as an information source in decision-making. The paper considers models of communication and debate in a public environment. The paper proposes: (I) a normative model showing how communication can be conducted; and (II) a content analysis of three Obama vs. McCain presidential debates with a multidimensional scaling and a Delphi method application. This paper analyse the association of the messages in debates with debaters and the comparison between their use and the results (communicated through instant polls after each debate). Findings indicate that arguments of leaders in presidential debates can explain the behavior of the followers and could be used for forecast analysis since reveal future political decisions. Causes of the economic crisis and strategies for solution were identified.


Communication Public marketing Economic crisis Decision-making Public strategies Content analysis Election forecasting 

Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  1. 1.International University of AndalusiaSevilleSpain

Personalised recommendations