International Political Marketing and Advocacy

Andrew Lim (Lead / Corresponding author), Jennifer Lees-Marshment

Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary


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.
Original languageEnglish
Title of host publicationThe Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs
EditorsPhil Harris, Alberto Bitonti, Craig S. Fleisher, Anne Skorkjær Binderkrantz
Place of PublicationSwitzerland
PublisherPalgrave Macmillan
Number of pages7
ISBN (Electronic)9783030138950
Publication statusPublished - 2020


  • Advocacy groups
  • Interest groups
  • political marketing
  • Nation branding
  • Public diplomacy
  • New Zealand
  • Australia
  • Israeli-Palestine conflict
  • International causes
  • International political marketing
  • Advocacy
  • Marketing communications


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