Comprehensive political marketing

Global political parties, strategy and behaviour

Authored by: Jennifer Lees-Marshment

The Routledge Companion to Nonprofit Marketing

Print publication date:  November  2007
Online publication date:  November  2007

Print ISBN: 9780415417273
eBook ISBN: 9780203936023
Adobe ISBN: 9781134114917


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Political marketing is a new, fast-developing area of nonprofit marketing, and like all other areas of non-commercial activity enjoys its fair share of academic debates, ethical issues and practical problems. The study of political marketing historically suffered from the same fate of early business marketing: too much focus on the selling of politics rather than the design of the political product. In the last decade, however, new scholars have applied wider marketing theory to politics in a more effective and illuminating manner. This chapter will set out a comprehensive approach to political marketing, a model of political marketing behaviour for political parties alongside examples of global practice and raise a number of issues and debates within political marketing.

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