International Political Marketing and Advocacy

International political marketing and advocacy is about how interest groups use political marketing, nation branding, and public diplomacy to build support within one country for a movement in another. Interest groups engage in three areas of international political marketing activity: communications, relational, and recruitment. In communications they engage in information politics, strategic political communication, communications adaptation, and communications image management. Relational activities include use cause promotion, exerting leverage, coalition building, transnational collaboration, and relational image management. And more internally, recruitment activities include adopting sales orientations, using segmentation and targeting, internal marketing, and fundraising (Lim, n.d.). While most political marketing research focuses on how candidates and parties use tools such as market research, branding, positioning, and advertising to win national elections, international political marketing focuses on achieving international influence.