In 2004 I was invited to be a Keynote Speaker at the Democracy Week Conference in Sweden, run by the Institute for Democratic Communication, Centre for Political Communication Mid-Sweden University, Sundsvall, Sweden, 6-10 September 2004. My presentation was entitled ‘Political marketing: the key to electoral success or cause of democratic turmoil?’, and was heard by 300 delegates and 10,000 Swedish viewers via digital television. I also met with the local Swedish Liberal Party, gave a presentation to the Department of Media and Communications studies, Mid-Sweden University, Sundsvall, Sweden and was interviewed by Swedish Reuters.  

Follow up developments

My visit led to a working paper (Lees-Marshment, J (2004), ‘Political Marketing – the key to electoral success or the cause of democratic turmoil?’ Working Paper, Demokratiinstitutet/Institute for Democratic Communication, No 12, Mid-Sweden University, Sundsvall, Sweden. Pp. 1-45. ISRN DMI-FoU-40-SE) and Professor Jesper Stromback (Professor in Media and Communication, Ludvig Nordström Professor and Chair in Journalism, Department of Media and Communication, Mid Sweden University, see and I then worked together on producing a new book, Global political marketing which was published by Routledge in 2010.

Publications on political marketing in Sweden

Perceptions of political marketing in Sweden: a comparative perspective Harris, Phil and Lock, Andrew and Nievelt, Terese (2002) Perceptions of political marketing in Sweden: a comparative perspective. Discussion Paper. Department of Marketing, University of Otago, Dunedin, New Zealand. (Unpublished): see

Professionalized Campaigning and Political Marketing: Two Sides of the Same Coin or Two Different Concepts? By Jesper
Stromback, 17th Nordic Conference on Media and Communication Research. 2005

Political Marketing and Professionalized Campaigning: A Conceptual Analysis
Journal of political marketing. 2007; 6:49-69