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Political Marketing

Political Marketing
Theory and Concepts

May 2013 | 224 pages | SAGE Publications Ltd
Electronic inspection copies are available for instructors

Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Unlike other textbooks, this text explicitly focuses on the theoretical underpinnings and cutting edge concepts used by political parties, allowing students to gain key insights into how they win elections and remain in power. With an engaging and thought provoking topic selection, these field-leading authors have ensured that this often complex and theoretically advanced topic is clearly accessible for a student audience and novice researchers.

 Key features of each chapter include:

- Short chapter introduction and learning summaries

- Discussion questions to share in the classroom

- Annotated suggestions for further reading

- Lists of key terms to consider

This text is essential reading for advanced undergraduate and postgraduate students on political marketing courses.


Dr Robert P. Ormrod, University of Aarhus, Denmark

Dr Stephan C. Henneberg, University of Manchester

Professor Nicholas J. O'Shaughnessy, Queen Mary, University of London

Theorical Issues in Political Marketing
Defining Political Marketing
Theories and Concepts in Political Marketing
The Triadic Interaction Model of Political Exchange
Critical Perspectives on Political Marketing
Political Marketing and Theories of Democracy
The Ethics of Political Marketing
Conceptual Issues in Political Marketing
Political Relationship Marketing
Strategic Political Postures
Political Market Orientation
Political Marketing Strategy and Party Organizational Structure
Symbolism in Political Marketing
Conclusion: Research Agendas for Political Marketing and Political Marketing Management

'Ormrod, Henneberg and O'Shaughnessy have produced an excellent introductory text on political marketing. I particularly liked its focus on critical, ethical and symbolic aspects of political marketing; areas which are relatively poorly considered elsewhere in the political marketing literature' -
Dr. Paul Baines
Professor of Political Marketing, Cranfield School of Management, UK

still the best book on the theory of political marketing

Professor Daniel Valentine
Department Business Studies, Regent's University
June 4, 2015

As changing in political environment, most of politician employ the concept of marketing to their political idea for getting more vote. This is a very unique book in marketing that every marketer need to read. I can not wait to recommend my marketing student to buy this book.

Dr Teerasak Jindabot
Business Administration , Prince of Songkla Univ.
September 7, 2014

It shows the reader the relevance of marketing in politics and the importance of marketing to steer exogenous change. A must-read for any student in this field.

Dr Meik Nowak
IEE, Ruhr University Bochum
December 20, 2013

Sample Materials & Chapters


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