Marketing and political campaigning

Questions the nature of marketing methods in political campaigns based on a grounded theoretical approach conducted using in-depth interviews. Suggests that if marketing success is measured solely by the level of turnout then the use of marketing in political campaigns would appear to be failing. Other reasons, however, may also explain this lack of success. The use of marketing may be less effective because the “market” is more restrictive, or marketing methods whilst actually being appropriate may be being used inappropriately. Concludes that, although the political “market” is different and restrictive, this does not negate the role of marketing in political campaigning.

Political marketing and the marketing concep

Refers to the argument that examining political and electoral processes from a marketing perspective offers new insights into the behaviour of political parties. However, research into the marketing activities of political parties is still <a href="http://jacky-forex-trading.blogspot.com/ growing at this stage, and very few papers address the marketing orientation of political parties, while none address the marketing concept. Presents the findings of an exploratory research project carried out in Queensland. The results indicate that key political marketing decision makers within the party examined often have a limited understanding of the marketing concept. The researcher’s redefinition of the marketing concept into political terms received a high level of acceptance from certain groups of respondents within the study. Shows that the marketing concept with its customer centred orientation created a major concern from the perspective of the state executive decision-making category interviewed in this study. This was so primarily because this key decision-making category indicated the role and significance of the voter (customer) in developing the political product is negligible.

Political marketing

Suggests that insufficient attention has been given to the significant differences between political and product or service marketing. The rise in awareness of political marketing has coincided with a decline of party membership in Britain and an increased distance between party and voter. Considers the relationships between party leader, brand image, exposure and awareness. Notes the current absence of predictive and prescriptive theories of political marketing action, and the relative significance of exogeneous factors in electoral success. Crossovers between conventional marketing, political science and political marketing are identified for future study.

Political marketing

Suggests that insufficient attention has been given to the significant differences between political and product or service marketing. The rise in awareness of
relationships has coincided with a decline of party membership in Britain and an increased distance between party and voter. Considers the  between party leader, brand image, exposure and awareness. Notes the current absence of predictive and prescriptive theories of political marketing action, and the relative significance of exogeneous factors in electoral success. Crossovers between conventional marketing, political science and political marketing are identified for future study