Political marketing is an exciting new area. Research produced over the last decade has been pioneering in showing the applicability of marketing to politics. However, this article argues that the field now needs to move in a different direction to if we are to reach political marketing’s full potential. Political marketing needs an comprehensive approach: it can be applied not just to party-electoral behaviour but legislatures, local government, the media, and public services; to their entire behaviour not just how they communicate; needs both concepts and techniques from marketing; and understanding from political science literature as well as management studies. The article therefore maps out the route to be taken to reach the end of the rainbow and the pot of gold that the political marketing field potentially offers.

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