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Political Marketing

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The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs

Abstract

It is hardly possible to understand modern political marketing without following its evolution. Analyzing the concept of political marketing from different perspectives furnishes a uniform picture, which is the basis of the advanced theory of political marketing proposed here. The advanced model of political marketing brings together into a single framework the two campaigns: the permanent marketing campaign and the political marketing process. These two components are realized within a particular country’s political system, and the system depends, above all, on political tradition as well as the efficiency of the developed democratic procedures. Politicians are in the business of selling hope to people. This hope is related to convincing people that it is this particular politician or political party that guarantees successful management of national security, social stability, and economic growth on behalf of the electorate. From this perspective, the major challenge to political marketing is to connect a politician’s words, actions, and vision into a realistic transformation of the electorate’s dreams and aspirations (Newman, The mass marketing of politics: democracy in an age of manufactured images. Sage, Thousand Oaks, 1999).

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Author information

Authors and Affiliations

  1. Department of Marketing, DePaul University, Chicago, IL, USA

    Bruce I. Newman

  2. Department of Social Psychology, Maria Curie-Sklodowska University, Lublin, Poland

    Wojciech Cwalina

  3. Department of Marketing Psychology, SWPS University of Social Sciences and Humanities, Warsaw, Poland

    Andrzej Falkowski & Magdalena Jabłońska

  4. Department of Life Sciences Communication, University of Wisconsin-Madison, Madison, WI, USA

    Todd P. Newman

Authors
  1. Bruce I. Newman
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  2. Wojciech Cwalina
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  3. Andrzej Falkowski
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  4. Todd P. Newman
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  5. Magdalena Jabłońska
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Corresponding author

Correspondence to Bruce I. Newman .

Section Editor information

  1. Business Research Institute and China Centre, University of Chester, Chester, Cheshire, UK

    Phil Harris

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Newman, B.I., Cwalina, W., Falkowski, A., Newman, T.P., Jabłońska, M. (2020). Political Marketing. In: The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs . Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-13895-0_5-1

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  • DOI: https://doi.org/10.1007/978-3-030-13895-0_5-1

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  • Print ISBN: 978-3-030-13895-0

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