From marketing strategy to political conquest: a revolutionary approach

Abstract

Marketing is one of the most competent and important factors in the growth of any entity, be it a brand, a product, or a person. The same is true of the political world, with an increasing application of marketing techniques by stakeholders, which has generally evolved and become known as political marketing. Over the years, the implicit links between marketing and the political process have become inevitable and more important. Major changes have taken place in the political marketplace over the last few decades in terms of the influx of social and mass media as tools for disseminating information. There has been a rapid escalation in campaign costs when it comes to political marketing. Both commercial and political marketers began to use the media to inform, remind and change the attitudes and behaviors of potential customers and voter-consumers.

In the modern era, marketing is involved in all spheres, including politics. The parties that implement marketing techniques most effectively are those that win the popularity of voters fairly quickly and manage to maintain it at a high level. The concept of marketing, when applied to politics, can be seen as a means of integrating different groups and individual interests to achieve the common good. In this way, the political market is a mechanism for the cooperation of different forces, enabling the realization of shared ideals and values in a given societal context by applying the mechanism of political supply and demand.

The present article utilizes the state-of-the-art literature by conducting a systematic review of current research in political marketing, thereby shedding light on its trends and emerging themes. By examining this existing literature, the article provides a comprehensive overview of the concepts, models, and theoretical frameworks currently guiding research in this ever-evolving field. This state-of-the-art review serves as a solid foundation for the theoretical and empirical analysis presented in the article, thereby contributing to the expansion of knowledge in the field of applied political marketing.

Keywords: Marketing, elections, politics, communication, campaign

JEL Classification:  

Paper type: Theoretical Research