Political Marketing: Structure and Process

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Abstract
Suggests that political campaigners are faced with marketing problems and opportunities. Acknowledges the increasing professional marketing activity in political campaigns. Examines the similarities and differences between elections and other marketplaces. In considering marketing in the political/electoral context, upholds the convention of examining the distinctive marketing features of the “industry”, and drawing out the management implications of these. Presents a model of political marketing in terms of structural and process characteristics. Structural characteristics include the nature of the product, the organization and the market; outlines the marketing management implications of these. Process characteristics are concerned with the procedures and systems which govern marketing activity and their implications; briefly proposes appropriate strategic responses for each.