The Marriage of Politics and Marketing

Jennifer Lees‐Marshment

Political Studies, 2001, vol. 49, issue 4, 692-713

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.

Date: 2001
References: Add references at CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
https://doi.org/10.1111/1467-9248.00337

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:polstu:v:49:y:2001:i:4:p:692-713

Ordering information: This journal article can be ordered from
http://www.blackwell ... bs.asp?ref=0032-3217

Access Statistics for this article

Political Studies is currently edited by Matthew Festenstein and Martin Smith

More articles in Political Studies from Political Studies Association
Bibliographic data for series maintained by Wiley Content Delivery ().