Political marketing – the utilisation and adaptation of marketing techniques and concepts by political parties – is increasingly used by opposition leaders seeking to win elections the world over. They can adopt a market-orientation and develop a product in response to market demands. However how they maintain a market-orientation in government has rarely been considered. This article discusses how marketing can be used after the election utilising new theoretical perspectives comparative empirical research to create a framework for market-oriented government. It also discusses the potential for marketing to be a tool of good government.

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