Political Marketing Essay

2629 Words6 Pages

1. Introduction
What is political marketing?
(wp12_02.pdf) Political marketing is defined differently by different institutions. Henneberg (2002) proposed that to meet the objectives of individual, political actors and organizations there is a need to establish long term political relationship and that is done by political marketing. This is done by mutual exchange and fulfillment of promises. His definition was close to Grönroos (1990) in the commercial literature, building on the relationship marketing approach (Bannon 2005, Henneberg and O’Shaughnessy 2009).
After many changes a final definition was established consisting of all the key values mentioned by different institutions:
“Political marketing is a perspective from which to understand phenomena in the political sphere, and an approach that seeks to facilitate political exchanges of value through interactions in the electoral, parliamentary and governmental markets to manage relationships with stakeholders.”

Role of political marketing.
(853464.pdf) To explore new insight and new dimension of progress of political parties, marketing in politics is the new way forward. Political marketing basically aims at satisfying voter’s need as the existence of party or candidate depends on it. (Mauser, 1983; Newman and Sheth, 1987; Reid, 1988).
Political marketing play an important role in identifying needs and demands of voters and strategically working on that demands to create a relationship which will help in growth( to win) of their organization or party. Stakeholder theory
(hughes_andrew .pdf) Stake holders in political marketing are individuals or any group which can affect or is affected by the party’s achievement. Stake holders can assert their will over the organization ...

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...er the concept of co-creation.
3. Levels of co-creation in Political marketing
The involvement of voters in the political activities leads to various modifications in the existing political system of a country. The impact of these modifications on the society and politics depends on the level of co-creation that exists. As observed in the corporate system, we usually observe four levels of co-creation based on the levels of voter awareness and activity:
1. No co-creation – In this scenario, there is little involvement of the voters in the political framework. They are kept out of the decision making process and do not have opportunities to express their issues. The primary reason for this scenario is the lack of awareness among the voters and the inherent inflexibility of the existing political framework. In most cases, the majority of the population ends up

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