Customer Needs and Solutions

, Volume 6, Issue 3–4, pp 57–62 | Cite as

On Marketing Strategy in Electoral Politics

  • Sridhar MoorthyEmail author
Data, Dollars and Votes: the intersection of Politics and Marketing


Marketing strategy for candidates running for public office differs from its commercial counterpart in a number of ways. But there are similarities, also. In this essay, I review the similarities and differences between the two contexts with a view to developing a better understanding of what makes political marketing unique.


Politics Marketing strategy Elections 


Funding Information

Sridhar Moorthy thanks the Social Sciences and Humanities Research Council of Canada for their generous support of this research vide Grant No. 435–2017–0121.


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Copyright information

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

Authors and Affiliations

  1. 1.Rotman School of ManagementUniversity of TorontoTorontoCanada

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