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The Marriage of Politics and Marketing

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  • Jennifer Lees‐Marshment

Abstract

Research into major party behaviour in Britain from a political marketing perspective finds that political marketing is broad in scope and offers fresh analytical tools to explain how political organizations behave. It is nevertheless a marriage between political science and marketing. It borrows the core marketing concepts of product, sales and market‐orientation, and techniques such as market intelligence, and adapts them to suit traditional tenets of political science to produce an integrated theoretical framework. A party that takes a product‐orientation argues for what it stands for and believes in. A Sales‐Orientated party focuses on selling its argument and product to voters. A Market‐Orientated party designs its behaviour to provide voter satisfaction. Exploring these three orientations demonstrates that political marketing can be applied to a wide range of behaviour and suggests its potential to be applied to several areas of political studies.

Suggested Citation

  • Jennifer Lees‐Marshment, 2001. "The Marriage of Politics and Marketing," Political Studies, Political Studies Association, vol. 49(4), pages 692-713, September.
    • Handle: RePEc:bla:polstu:v:49:y:2001:i:4:p:692-713
    DOI: 10.1111/1467-9248.00337
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    Cited by:

    1. Barbara Masiello & Nicola Moscariello & Pietro Fera, 2018. "Political Marketing Strategies to Foster the Sustainability of Private Transnational Organisations: The Case of the IASB," Sustainability, MDPI, vol. 10(8), pages 1-16, July.
    2. Janis Bailey & Keith Townsend & Edwina Luck, 2009. "WorkChoices, ImageChoices and the marketing of new industrial relations legislation," Work, Employment & Society, British Sociological Association, vol. 23(2), pages 285-304, June.
    3. Olanrewaju O. Akinola & Ibrahim A. Adekunle, 2020. "Developing Market-Oriented Politics in Nigeria: A Review of the 2019 Presidential Election," Working Papers of the African Governance and Development Institute. 20/098, African Governance and Development Institute..
    4. Homagni Choudhury & Zoltan Laszlo Kopacsi & Gunjan Saxena & Nishikant Mishra, 2021. "The Ethical Dimension in Political Market Orientation: A Framework for Evaluating the Impact of India’s Look East Policy on Regional Income Convergence," Journal of Business Ethics, Springer, vol. 168(2), pages 353-372, January.
    5. Olanrewaju O. Akinola & Ibrahim A. Adekunle, 2020. "Developing Market-Oriented Politics in Nigeria: A Review of the 2019 Presidential Election," Research Africa Network Working Papers 20/098, Research Africa Network (RAN).
    6. Fernanda Rodrigues Siqueira & Carlos André Silva Müller & Fábio Rogério Morais, 2023. "Public marketing to face wicked problems: theoretical essay for conceptual model construction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 477-489, June.
    7. Hean Wei Koay & Salwa Mokhtar Khairiah, 2022. "The role of political marketing and its importance in Barisan Nasional at Malaysia general election," Technium Social Sciences Journal, Technium Science, vol. 29(1), pages 548-560, March.
    8. Dr. Veronica N. Ndubuisi, 2023. "Political Marketing: A Third Force in Political Campaign," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(9), pages 444-455, September.
    9. Jennifer Lees-Marshment, 2019. "Marketing Scholars and Political Marketing: the Pragmatic and Principled Reasons for Why Marketing Academics Should Research the Use of Marketing in the Political Arena," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(3), pages 41-48, December.
    10. Fahed Salim Khatib, 2012. "Factors affecting success of political marketing: a Jordanian electorate point of view," Journal of Economic and Administrative Sciences, Emerald Group Publishing Limited, vol. 28(1), pages 4-27, January.
    11. Olanrewaju O. Akinola & Ibrahim A. Adekunle, 2020. "Developing Market-Oriented Politics in Nigeria: A Review of the 2019 Presidential Election," Working Papers 20/098, European Xtramile Centre of African Studies (EXCAS).

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