Global political marketing

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

    52 Citations (Scopus)

    Abstract

    Political marketing – the utilization of commercial marketing techniques and concepts in politics – is being used to varying degrees around the world. Many political parties conduct market intelligence in the form of polls or focus groups and use it to inform the way they present their policies to the voting public. However, not only do parties use marketing techniques to sell themselves and their policies, they also use marketing to decide what to offer the public in the first place – what policies to adopt, which leaders to select to best present those policies, and how to best communicate policy delivery. Political marketing, then, is not just about ‘spin’ and public relations during the electoral campaign. It is much more than that. Parties can utilize a range of marketing tools including voter profiling, segmentation, micro-targeting and e-marketing to inform their communication. They can also respond to market intelligence in the way they design the political product they offer, becoming market-oriented rather than primarily sales-oriented.
    Original languageEnglish
    Title of host publicationGlobal Political Marketing
    Place of PublicationLondon
    PublisherRoutledge
    Chapter1
    Pages1-15
    Number of pages15
    Edition1
    ISBN (Electronic)9780203869338
    ISBN (Print)0203869338
    DOIs
    Publication statusPublished - 2009

    ASJC Scopus subject areas

    • General Social Sciences

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    • Global Political Marketing

      Lees-Marshment, J. (Editor), Rudd, C. (Editor) & Strömbäck, J. (Editor), 2010, 1 ed. London: Routledge. 320 p.

      Research output: Book/ReportBook

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