Political Marketing-Canada (PM-C) is a first Canadian network for scholars, students, and practitioners of PM. This association, a sister organization to the International Political Marketing Group directed by Jennifer Lees-Marshment from Auckland University in New-Zealand, is an joint initiative from the Groupe de recherche en communication politique at Université Laval in Quebec City and the Centre for the Study of Democratic Citizenship at McGill University in Montreal. PM-C has objectives:

1.      To inform members of current developments in Canadian and international research in political marketing through a monthly electronic newsletter.
2.      To facilitate contacts and collaborations between Canadian scientists and practitioners of political marketing.
3.      To allow members to circulate information quickly to interested parties on academic or professional activities (conferences, symposiums, publications, events…) related to political marketing via Facebook.

If you would like to join the network, please reply to this email by pasting the mention “Joining” in the body of your message. Your email address will be added to our confidential listserv. As a member you’ll receive the group’s monthly newsletter. The first one will be sent by the end of April. We also encourage you to join PM-C on Facebook (see also in order to network freely with other members and to get daily updated information on political marketing research and practice in Canada and elsewhere. Do not hesitate to send us via Facebook or email ( any event informations or calls for articles and proposals so we can relay them to the larger Canadian PM community. Finally, feel free to forward this invitation to other colleagues, scholars, observers, and consultants, in order to stimulate a strong participation in the network’s activities.

Political Marketing-Canada represents an innovative and cooperative way to contribute to the production and dissemination of scientific knowledge on political marketing practices in Canada. Your participation to this new community will be highly valuable.


The first workshop in political marketing was run at the 2009 Canadian Political Science Association, organised by Alex Marland, Thierry Giasson and Daniel Pare. The workshop brought together academics and practitioners interested in political marketing in Canada for the first time.  See for the 2009 CPSA programme. Several panels on political markting were also held in political marketing at the 2010 CPSA.


Marland, Alex, Thierry Giasson and Jennifer Lees-Marshment (ed) (2012), Political marketing in Canada (UBC).

Alex Marland. (2005). Canadian political parties: Market-oriented or ideological slagbrains? In Darren Lilleker and Jennifer Lees-Marshment (Eds.), Political marketing: a comparative perspective. Manchester University Press.

Alex Marland (2005), Political marketing communications in Canadian parliamentary elections at the turn of the millennium, Thesis, see Abstract: This descriptive study looks at marketing and communications in Canadian federal elections. Commercial marketing literature is used to develop political marketing theory, while psephology literature is reviewed to summarize the practice in Canada, the United States, and Britain. The 2000 Canadian federal election is studied, as well as the 2004 campaign and 1998-2003 by-elections. This involves an analysis of candidates’ expenditure declarations and 36 in-depth interviews with two-dozen election strategists. Political marketing is a philosophical approach whereby opinion research is used to plan, shape, and help promote a political offering that will have the greatest electoral appeal. It is a more complex version of the “brokerage” style of politicking used by successful Canadian parties. The promotional element—such as advertising, direct marketing, or personal sales—is much easier to measure than the more enigmatic planning and shaping stages. Moreover, the marketing concept clashes with the negative tone of politics, with the franchise control of political parties, with the strength of political ideologies, and with campaign regulations. Nevertheless, in theory, candidates stand to benefit from strategic and tactical marketing planning.

Daniel J Paré and Flavia Berger (2007) Political Marketing Canadian Style? The Conservative Party and the 2006 Federal Election Canadian Journal of Communication (2007) Volume 33, no1) Abstract: This study investigates the change in Conservative Party behaviour during the 18 months between the 2004 and 2006 Canadian federal elections. It asks: How did the Conservative Party strategy influence the shift in voter preference during the 2006 Canadian federal election? The approach taken to address this question is rooted in the emerging field of Political Marketing. Using the Lees-Marshment taxonomy of party behaviour as a framework for analyzing the election outcome, this paper demonstrates how market intelligence was incorporated into the Conservative Party’s strategy to influence voter perceptions (see

Jennifer Lees-Marshment (2009). ‘Marketing after the election: the potential and limitations of maintaining a market-orientation in government’ Canadian Journal of Communication (in press, due May or Fall) (Journal website:, Special issue Rethinking Public Relations. Abstract: 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.