Abstract
This entry explains the significance of political marketing in contemporary politics and how it is a highly strategic form of communication that goes beyond selling. It discusses how the most effective political marketing communication is informed by market research and strategy and illustrates this with theory and empirical examples from around the world. It offers key lessons for practitioners and scholars on how to use and assess political marketing in communication.
| Original language | English |
|---|---|
| Title of host publication | The Elgar Encyclopedia of Political Communication |
| Editors | Alessandro Nai, Max Grömping, Dominique Wir |
| Publisher | Edward Elgar Publishing |
| Chapter | 62 |
| Pages | 260-264 |
| Number of pages | 5 |
| ISBN (Electronic) | 978 1 03530 144 7 |
| ISBN (Print) | 978 1 03530 143 0 |
| Publication status | Published - Dec 2025 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 16 Peace, Justice and Strong Institutions
Keywords
- Political Marketing
- Elections
- Political Strategy
- Market-oriented
- Targeting
- Political Branding
- Digital marketing
- Data drive communication
- Political Communication
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