| Abstract: |
The article presents a broad overview of the concept of political marketing
and its significance in the contemporary era of information revolution and
democratic resurgence. The article provides meaning, definition and various
dimensions of political marketing as a concept and method and differentiates
it from mainstream marketing practices. The article also attempts to analyze
the origin and development of the concept in different political and social
contexts and its usage as a powerful instrument in election campaigning and
policy making. The article explains the eight main functions of political
marketing including product function, distribution function, cost function,
communication function, new management function, fund raising function,
parallel campaign management function and internal cohesion management
function. The article also explains how the functions of political marketing
are effectively applied on the electoral market and government markets. The
article finally examines the success and failure of political marketing in
creating public opinion in favor of the party. Here examples are taken from
different countries including both democratic and non-democratic countries. |