Political Marketing: A Conceptual framework

Menon, Sudha Venu (2008): Political Marketing: A Conceptual framework.

Abstract

The article presents a broad overview of the concept of political marketing and its significance in the contemporary era of information revolution and democratic resurgence. The article provides meaning, definition and various dimensions of political marketing as a concept and method and differentiates it from mainstream marketing practices. The article also attempts to analyze the origin and development of the concept in different political and social contexts and its usage as a powerful instrument in election campaigning and policy making. The article explains the eight main functions of political marketing including product function, distribution function, cost function, communication function, new management function, fund raising function, parallel campaign management function and internal cohesion management function. The article also explains how the functions of political marketing are effectively applied on the electoral market and government markets. The article finally examines the success and failure of political marketing in creating public opinion in favor of the party. Here examples are taken from different countries including both democratic and non-democratic countries.

• Item Type: MPRA Paper
• Language: English
• Keywords: Political marketing;political;election;campaign;political communication
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

References

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4.Jennifer Lees-Marshment, Political Marketing as Party Management - Thatcher in 1979 and Blair in 1997,Keele University

5.Phil Harris,Andrew Lock,and Terese Nievelt, Perceptions of Political Marketing in Sweden: A Comparative Perspective, Ottago university,2005