Konrad Adenauer School for Young Politicians


Political marketing is a very important tool for political parties to gather and understand public opinion and in response develop policies conferring to that and assess their impact. It has been used by parties to win mass vote, sustain power, and   build their branded image Political Marketing is not only about party advertising, political podcasts and electoral speeches, for it offers political parties the ability to address the needs and the concerns of the people through analysis, planning, implementation of the political campaign which confers t o the wishes of the majority. This enables political parties to make the most appropriate and popular decision and in turn promotes responsiveness to the voters in the political process.  Political marketing can improve the communication between the voters to the parties and to the candidate and at the same time, the parties can disseminate their platform and policies to the electorate and even more to every specific segments of voters. The articles presented  in this section have been reproduced from our own collection and from other open source as indicated below

Political Marketing and Party Leadership (Jennifer Lees-Marshment, Chris Rudd)

Party leadership is one of the most important part of Political Marketing. This article attempts to understand the relation between leadership change and desired electoral results using a broader political marketing framework. After analyzing a wide range of factors, a critical view of the political marketing approach is provided along with an insight on a different perspective as to why leadership change does not always have the desired effect of improved electoral performance.

Internal Marketing and Political Marketing (Declan P. Bannon)

The subject of Internal marketing is not a new term in politics but it has been seldom studied and critically reviewed by academics and political scientists. This paper critically reviews the concept of internal democracy. It provides a broad overview of its methods, potential benefits and limitations along with the appropriateness of the concept of internal marketing for political parties.

Party Democracy and Political Marketing: No Place for Amateurs? (Dennis Kavanagh)

The rise of political marketing in political systems and its relation to the week party system and lack of inter party democracy has been examined in this article. The new methods of political marketing and how it has impacted the leaders, the grass root members and the party as a whole has been demonstrated. A comparison of old forms of marketing and the new forms has led the author to the conclusion that political marketing is not only the answer to the decline of political parties, particularly as electoral organisations, but also a cause of the decline of the internal vitality of parties.

The Political Marketing Planning Process: Improving Image and Message in Strategic Target Areas (Paul R. Baines, Phil Harris, Barbara R. Lewis)

The development of a marketing plan for political parties in the UK has been presented in this article. The marketing plan which has been produced and highlighted in the article is not only for the UK based parties but also for any other party operating in a constituency based electoral system. It reflects upon all the stages of marketing plan implementation from information gathering to post election analysis.

Political Marketing in Sweden: A Comparative Perspective (Phil Harris, Andrew Lock, Terese Nievelt)

The concept of "Political Marketing" is still relatively new in the political literature of Sweden. In this study, the author presents the key characteristics of the Swedish political system along with the study of the use of political marketing in the country. This study attempts to understand the perceptions and concerns regarding political marketing in the country and thereby contribute to the understanding of political marketing within proportional representational systems as a whole.