Empirical Research on Political Marketing: a Selected Review

  • Mitchell J. LovettEmail author
Research Article


This article reviews empirical research on political marketing. The goal of this selective review is to provide an overview of this body of research that crosses fields including economics, political science, marketing, information systems, and communications in order to make it easier for newcomers to quickly identify key papers and understand the state of the field. The review takes the perspective of the marketing literature and includes a discussion of data sources, modeling and methodological issues, and some selected, prominent topics.


Political marketing Advertising Social media Negative advertising Heterogeneity Demand estimation Targeting 


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© Springer Science+Business Media, LLC, part of Springer Nature 2019

Authors and Affiliations

  1. 1.Simon Business SchoolUniversity of RochesterRochesterUSA

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