Marketing, Political

Publication Date: 01/01/2016

Pages: 1-13

DOI: 10.1002/9781118541555.wbiepc125

Abstract:

Political marketing is a discipline that seeks to explain developments in political strategy and communication as well as propose tools for analyzing the relationship between political organizations and their stakeholders. In particular it is suggested marketing can bring politics closer to citizens by making party programs more relevant, more in line with public attitudes, and more appealing. While there are significant debates around the extent that marketing can explain or be applied to politics, as the discipline matures it offers interesting new perspectives that may have both analytical and practical benefits for understanding and shaping the behavior of political parties in modern democracies.

Source: Scopus