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Political Marketing Management

Political Marketing Management / Tailor Made Political Marketing

Political Marketing Management

Political marketing management is often criticized for devaluing democratic processes. However, no literature exists which outlines different concepts of democracies and systematically juxtaposes them with political marketing management in its varied conceptual and practical facets. In this article, we outline three different perspectives, i.e. a selling-oriented, an instrumentally-oriented, and a relational political marketing management, and analyse their compatibility with two different concepts of democracy, specifically competitive elitism and deliberative democracy. We discuss implications of political marketing vis-a-vis the theory of democracy as well as necessary further research. We find that while certain political marketing management perspectives are associated with different theories of democracy, the current normal paradigm of marketing theory shows the least overlap with democratic theories.

Versatile Events Management in Political Marketing and Management series publishes high quality and ground-breaking academic research on this growing area of government and political behaviour that attracts increasing attention from scholarship, teachers, the media and the public. It covers political marketing intelligence including polling, focus groups, role play, co-creation, segmentation, voter profiling, stakeholder insight; the political consumer; political management including crisis management, change management, issues management, reputation management, delivery management; political advising; political strategy such as positioning, targeting, market-orientation, political branding; political leadership in all its many different forms and arena; political organisation including managing a political office, political HR, internal party marketing; political communication management such as public relations and e-marketing and ethics of political marketing and management.