The ends justify the means: A global research agenda for political marketing and public affairs

Political marketing has developed into an increasingly mainstream discipline in universities globally over the last decade. There are many schools of political marketing with different approaches, such as the North American approach, the Western and Eastern European perspectives, and the Asian position. The study and application of political marketing has been categorised with different perspectives, such as electoral, governmental, and international aspects. It is becoming increasingly evident that political marketing needs further classification like any matured and established discipline. A close analysis of political marketing practices and academic research leads one to perceive two distinct areas of political exchanges in two different markets: the intranational market and the international market. The first deals with political marketing at a local, district, municipal, state/provincial, and national levels. The second deals with political marketing across national borders. As in the case of commercial marketing, international marketing became a major study field when marketing grew into a matured mainstream discipline in the 1980s.     

Three faces of political marketing strategy

The term strategy is appearing with great frequency in the political marketing literature. However, the concept of political marketing strategy has been criticized for being unidimensional, ill‐defined and neglecting the contingencies of strategy theories. This article argues that a minimal definition and a division of epistemological terms could respond to the outlined critique. Copyright © 2011 John Wiley & Sons, Ltd.     

Strategic postures of political marketing: an exploratory operationalization

• In contrast to most political marketing theories which imply that such concepts as ‘voter‐orientation’ or ‘voter‐centric political management’ are trivial and uni‐dimensional, this article will take its starting point from an alternative perspective.
• It draws on the concept of political marketing ‘postures’, i.e. a multi‐faceted conceptual entity, based on varied dimensions of political marketing orientations. The main duality consists of the constructs of ‘leading’ and ‘following’, with an auxiliary (and complementary) dimension of ‘relationship building’.
• This article provides an exploratory methodology to operationalize this concept, which will also be initially tested empiricially, using expert judgements as well as electorate's perceptions.
• Changing postures will be exemplified within a longitudinal application of the concept to perceptions of Tony Blair as Prime Minister.

Copyright © 2006 John Wiley & Sons, Ltd.     

Investigating political marketing using mixed method: the case for campaign spending data

This article is a response to calls for new research methods in the study of political marketing. We submit that the mixed method approach to studying how political parties use opinion research and political communication is underused. More specifically we believe that campaign spending data, which are commonly analyzed in electoral studies, can become a significant source of information for the study of political marketing. We summarize the availability of electoral expenditure data in 13 established democracies before using a mixed method design to study political marketing management in Canada. We seek to validate quantitative data about marketing spending activity by administering semi‐structured interviews with practitioners who held senior campaign positions in major political parties. Our preliminary look at campaign finance through a political marketing scholarship lens reveals the strengths of drawing insights from such data but also some limitations. We conclude that, as other research has posited, Canadian political parties focus more on advertising in their approach to campaigning. More broadly, we propose that students of political marketing should balance proprietary interviews with transparent, standardized, replicable and objective sources of information such as campaign spending data, and vice‐versa. Copyright © 2013 John Wiley & Sons, Ltd.     

The internal‐external marketing orientation of a political party: social implications of political party marketing orientation

This paper attempts to examine and define marketing's role and significance in the political arena and understand the social implications of political marketing more appropriately. A case study was undertaken to examine a major Australian political party's marketing orientation using key facets of the Kotler and Andreasen (1991) typology of internal versus external orientation and the Kohli and Jaworski (1990) market orientation perspective. An examination of this nature has previously not been undertaken in the area of political marketing to explore the social marketing issues from the marketer's perspective. The findings indicate significant issues for parties and marketing researchers to consider in relation to marketing and market orientation of political parties. Copyright © 2001 Henry Stewart Publications     

Toward a new institutional strategy framework for political marketing

The present literature on political marketing strategy has provided important knowledge about how the material context of technologies, polls or competitors influences strategy formulation. However, less attention has been directed to the constraints facing a political organization from the social context related to habits, norms or social conventions. This article thus aims at bringing organizational new institutional theory into the field of political marketing strategy. Accordingly, it is investigated how political organizations when initiating marketing strategies act or react toward institutionalized demands in their environment, such as issues or ideas that are considered socially appropriate. As such, a strategy framework consisting of a phase model and a typology is developed. The phase model is drawn from extant literature within organizational new institutional theory stating that decision makers will (1) scan information from their environment, (2) interpret this incoming information in available cognitive categories and (3), finally, select a strategy premised on their cognitive interpretations. On this ground, we build a novel typology that specifies which political marketing strategy decision makers will select under different cognitive framings of their environment. Here, we delineate four ideal type political marketing strategies—conformity, decoupling, defense and entrepreneurial—that correspond to how organizational decision makers interpret their institutional surroundings. Copyright © 2012 John Wiley & Sons, Ltd.     

Symbolism and the construction of political products: analysis of the political marketing strategies of peruvian President Alejandro Toledo

This paper introduces a discussion on how to construct and systematise symbols constructions that serve to define the guidelines for political discourses, using rhetorical methodology. It analyses the political marketing strategies of current Peruvian President Alejandro Toledo and, more specifically, his efforts to recover popularity after one‐and‐a‐half years in office. The fundamental hypothesis is that Toledo has not been able to construct a solid character (apart from being in opposition to Alberto Fujimori), who would be the protagonist in the ‘story’ of solving the real problems of the people, which, according to the opinion polls, are lack of employment, lack of opportunities, and lack of money for daily expenses. The rhetorical approach, based on Kenneth Burke's Dramatism Theory, is useful for understanding the construction of the political spectacle, the scene where all the marketing strategies and tools are applied. Copyright © 2004 Henry Stewart Publications     

The views of an advocatus dei: political marketing and its critics

This paper addresses 11 statements of criticism of political marketing. These statements represent the most commonly voiced issues and were collected from marketers and political scientists. While marketing theorists are more concerned with the state of political marketing theory, political scientists concentrate much of their criticism on aspects of political marketing management as it is experienced in practice. Each statement is discussed and general conclusions are identified. While presenting the personal opinion of the author (advocatus dei), these conclusions and statements concerning political marketing should foster critical discourse on issues such as political marketing management, concepts and ethics. Copyright © 2004 Henry Stewart Publications     

The anglicisation of political marketing: how Blair ‘out‐marketed’ Clinton

Despite increasing academic interest in political marketing, confusion remains over its meaning and scope. Whilst most research focuses on its use in election campaigns, some argue that marketing influences other aspects of political behaviour. This paper contends that a lack of comparative research has contributed to this confusion. Theories derived from country‐specific studies may not be broadly applicable due to the impact of systemic differences. To show this, it analyses the case studies of Clinton in the 1992 US presidential election and Blair in the 1997 UK general election. Comparing the use of marketing in the two cases reveals that while systemic features created the scope for a broader, more coordinated and delivery‐oriented approach in the case of Labour, in both cases marketing influenced the design as well as the presentation of the ‘products’ on offer. This suggests that the potential applications of political marketing are broader than conventional definitions imply. Copyright © 2002 Henry Stewart Publications.     

Stakeholders in the political marketing context

Stakeholders influence the ability of organisations to achieve their aims, but little work has been carried out into understanding the stakeholder concept as applied to political actors. This paper first discusses the contextual nature of stakeholders using normative and strategic, and broad and narrow dimensions, integrating these 2 dimensions with power asymmetries and reciprocity. This paper then argues that a broad stakeholder concept for the political marketing context reconciles strategic and normative issues, as whilst successful interactions with specific stakeholders are necessary to achieve completed political exchanges of value, all stakeholders that exist in democratic societies have some form of moral claim to representation. As each political exchange of value consists of 3 consecutive interactions, the direct stakeholders in 1 interaction become indirect stakeholders in subsequent interactions. As each interaction occurs within a “marketplace” context, interactions in previous marketplace(s) together with expectations of the impact on future marketplace(s) influence current decision‐making. Finally, it is proposed that in the political marketing context, the stakeholder concept can be defined as “context‐specific agents that directly or indirectly influence or are influenced by the political actor.”     

International political marketing: a case study of United States soft power and public diplomacy

• Political marketing can be categorized with three aspects: the election campaign as the origin of political marketing, the permanent campaign as a governing tool and international political marketing (IPM) which covers the areas of public diplomacy, marketing of nations, international political communication, national image, soft power and the cross‐cultural studies of political marketing. IPM and the application of soft power have been practiced by nation‐states throughout the modern history of international relations starting with the signing of the Treaty of Westphalia in 1648. Nation‐states promote the image of their country worldwide through public diplomacy, exchange mutual interests in their bilateral or multilateral relation with other countries, lobby for their national interests in international organizations and apply cultural and political communication strategies internationally to build up their soft power. In modern international relations, nation‐states achieve their foreign policy goals by applying both hard power and soft power. Public diplomacy as part of IPM is a method in the creation of soft power, as well as, in the application of soft power.
• This paper starts with the definitional and conceptual review of political marketing. For the first time in publication, it establishes a theoretical model which provides a framework of the three aspects of political marketing, that is electoral political marketing (EPM), governmental political marketing (GPM) and IPM. This model covers all the main political exchanges among six inter‐related components in the three pairs of political exchange process, that is candidates and party versus voters and interest groups in EPM ; governments, leaders and public servants versus citizens and interest groups in GPM, including political public relations and lobbying which have been categorized as the third aspect of political marketing in some related studies; and governments, interest group and activists versus international organizations and foreign subjects in IPM. This study further develops a model of IPM, which covers its strategy and marketing mix on the secondary level of the general political marketing model, and then, the third level model of international political choice behaviour based the theory of political choice behaviour in EPM. This paper continues to review the concepts of soft power and public diplomacy and defines their relation with IPM.
• It then reports a case study on the soft power and public diplomacy of the United States from the perspectives of applying IPM and soft power. Under the framework of IPM, it looks at the traditional principles of US foreign policy, that is Hamiltonians, Wilsonians, Jeffersonians and Jacksonians, and the application of US soft power in the Iraq War since 2003. The paper advances the argument that generally all nation states apply IPM to increase their soft power. The decline of US soft power is caused mainly by its foreign policy. The unilateralism Jacksonians and realism Hamiltonians have a historical trend to emphasize hard power while neglecting soft power. Numerous reports and studies have been conducted on the pros and cons of US foreign policy in the Iraq War, which are not the focus of this paper. From the aspect of IPM, this paper studies the case of US soft power and public diplomacy, and their effects in the Iraq War. It attempts to exam the application of US public diplomacy with the key concept of political exchange, political choice behaviour, the long‐term approach and the non‐government operation principles of public diplomacy which is a part of IPM. The case study confirms the relations among IPM, soft power and public diplomacy and finds that lessons can be learned from these practices of IPM. The paper concludes that there is a great demand for research both at a theoretical as well as practical level for IPM and soft power. It calls for further study on this subject.

Copyright © 2008 John Wiley & Sons, Ltd.     

Analysis of the literature on political marketing using a bibliometric approach

The current study presents a quantitative investigation of the literature on political marketing using a bibliometric approach. This study has analyzed 214 documents collected from the Web of Science database for the period between 1996 and 2018 using VOSviewer software and bibliometrix R package. Based on the insights gained from the analysis, the authors discuss the structural characteristics of various scientific agents involved in the publication process. The results of this study indicate that the literature on political marketing is highly fragmented and is still in its nascent stages. It further stresses the need to improve collaboration among researchers and promote this discipline within the research community.     

International political marketing: a case study of its application in China

• The practice of International Political Marketing can be seen increasingly in the foreign relations of independent states. A review of relevant Political Marketing and International Relations publications reveals close linkage between the two. Based on the review, this paper categorizes political marketing into three aspects: the election aspect, the governing aspect (permanent campaign) and the international aspect of political marketing. The focus of this study is on international political marketing which was defined based on the review. This paper then reports a case study of the utilization of International Political Marketing by the government of the People's Republic of China. It looks at the recent events of China's accession of the WTO in 2001, China's hosting of Sino‐African Summit in 2006 and the on going promotion of China's image of ‘Peaceful Development and Cooperation’. The paper advances the argument that practically all nation states and international organizations apply International Political Marketing to both their strategic planning as well as conduct of day‐to‐day affairs. The paper concludes that there is a great demand both at a theoretical as well as practical level for International Political Marketing, requiring further study.

Copyright © 2007 John Wiley & Sons, Ltd.     

Reigniting the fire: a contemporary research agenda for social,political and nonprofit marketing

The paper reports on the core challenges faced by the nonprofit, political and social marketing disciplinary areas and suggests a series of research agendas to develop theory and practice to meet these challenges.

• Social marketing's research agenda involves the continued adaptation of the new developments in commercial marketing, whilst building a base of social marketing theory and best practice benchmarks that can be used to identify, clarify and classify the boundaries of social marketing against social change techniques.
• Nonprofit marketing is pursuing the dual research agenda of developing the theory and practice of social entrepreneurship whilst seeking deeper consumer‐based research to understand motivations for charitable behaviour and gift giving.
• Political Marketing's research agenda looks for an increase in the level of background research, core data and market research to use as a basis for developing more advanced theoretical and practical models. In addition, as political marketing is being transferred internationally between a range of political and electoral systems, there is a need for comparative research into both the relevance and effectiveness of these techniques to isolate nation independent and nation dependent political marketing strategies and campaigns.

Copyright © 2007 John Wiley & Sons, Ltd.     

A logistic diffusion model of political mobilization

Some useful simplification of the theory of political mobilization is achieved by treating the ideology of a mobilizing agent as an innovation. The process of political mobilization is then treated as a process of innovation diffusion. This perspective allows the development of the necessary linkage between the micro and macro level components of the process. The theory is tested using extended time series for seven societies: the United States, Britain, Sweden, Nazi Germany, Fascist Italy, the Soviet Union and the People's Republic of China.     

Modeling Political Efficacy and Interest Group Membership

Traditionally, political efficacy is measured at the individual level and studied as an individual level attribute in isolation from macro level events. In many studies, political efficacy is viewed as largely static, affected primarily by levels of income and education. If, however, an individual's feeling of efficacy is partly conditioned on macro level occurrences or expected macro level occurrences, then individual efficacy cannot be studied in isolation from the macro level context. In this article, I create a game theoretic, micro level foundation for macro level interest group behavior. I use a simple participation game to model a form of individual level political efficacy and detail the empirical implications of the hypothesized individual level behavior for the aggregate levels of group membership. The results suggest that empirical studies of the effects of political efficacy on collective efforts are susceptible to sampling and measurement problems.     

Marketing political soap: a political marketing view of selling candidates like soap,of electioneering as a ritual,and of electoral military analogies

This paper examines three common political expressions and ideas from a marketing perspective. First, the origins of the ‘selling candidates like soap’ expression are traced and it is argued that, rather than being ‘sold’ like a product, candidates are instead ‘marketed’ like a service provider such as a real estate agent. Traditional campaign rituals have a legitimate marketing function if electors, and not just political actors, are meaningfully incorporated and military analogies in elections have increasing relevance given the classic military strategy used by commercial marketers. Together, these examples suggest that the application of marketing to politics may require the rethinking of ingrained electoral jargon and concepts. Copyright © 2003 Henry Stewart Publications     

The selling of the President 2004: a marketing perspective

• George W. Bush won the 2004 US Presidential election despite the facts of one thousand people losing their life in the Iraq war, the highest rate of increase in unemployment in 70 years and a vitriolic propaganda campaign (Michael Moore, etc.) against him. This case study seeks to explain the success through the prism of marketing theory and conceptual structures, that is, that the Bush team had a superior communications strategy and, within those parameters, superior marketing elements. Thus we seek to surface and integrate a number of causal explanations for his victory that arose from a political marketing orientation, specifically the offer of a ‘coherent narrative’; the conduct of a ‘permanent campaign’; more effective negative advertising (especially by pro‐Bush 527 groups), targeting and packaging; the success of the late campaign ‘big tent’ ploy. None of this however seeks to exclude the more purely political explanations for his success (located in such phenomena as the mobilization of the ‘Christian Right’ and the continuity to the aura attached to the ‘911 President’); nor is the application of marketing thought to political contexts treated uncritically.
• A further aim is to introduce political marketing modes of analysis to a political science audience—not to present them as a new ‘correctness’, for they are certainly vulnerable to challenge, but rather to precipitate more of an intellectual exchange between these two disciplines.

Copyright © 2007 John Wiley & Sons, Ltd.     

An exploratory case study focusing on the creation,and development of a new political brand: The case of Aam Aadmi Party

In the backdrop of India's rising prominence in BRICS (Brazil, Russia, India, China, and South Africa), understanding of its political environment, electoral competition, and constituent parties with their political ideologies contesting to form government attracts immense interest from the researchers in political science, political marketing, and public policy. Although literatures in political marketing are more than two decades mostly carried out in developed democratic systems like the United States, United Kingdom, Australia, and New Zealand, India as a posttransition democracy received relatively less attention. The article has been conceptualized in the context of 2014 Indian general elections Lok Sabha 2014 as an attempt to study application of political marketing principles in a cross‐cultural democracy. The author has probed the emergence of new political party Aam Aadmi Party riding on the success of Janlokpal (civil society movement), the marketing approach used by Aam Aadmi Party, essentially positioning and branding strategies, during the national elections and party institutionalization. Research strategy followed secondary research of published data for examining the new party creation from a marketing perspective.     

Religious marketing: reflections from the other side of politics

This paper critically examines the idea that politics and religion occupy adjoining berths in the extended marketing camp. Following a brief review of contemporary religious marketing, a comparison is undertaken of religion and politics to determine whether they conform to a common marketing framework for non‐business environments. The idea that marketing in faith environments is validated by the ‘religious economy’ theory is critically examined, significant objections to the adoption of marketing principles and methods by the religious community are explored and some limitations of the exchange concept in a faith context are identified. Some implications are considered for both political and mainstream marketing, in terms of recent attempts to broaden the scope of marketing. Copyright © 2004 Henry Stewart Publications