Venue & date: USM, Penang, Malaysia, June/July 2011 

Organised by Dr Jennifer Lees-Marshment (Auckland) & Dr Khairiah Salwa Mokhtar (Universiti Sains Malaysia) 

Call for papers: send to by 30 November 2010   

Political marketing is a growing subject within political studies and offers different perspectives on old questions of how parties win elections, how politicians should lead or follow public opinion, the nature of engagement between citizen and state, and the link between theory and practice. Whilst political marketing crosses political communications, parties and elections and public opinion it also has a growing distinct literature which applies and adapts marketing concepts to political science to understand and critique how political practitioners use marketing tools and what impact this has on democracy. Political marketing is traditionally viewed as restricted to established western liberal democracies such as the US and UK. However leaders in new and emergent democracies including in Asia are beginning to use marketing strategies and tools, including studies of political marketing in Taiwan and Japan. In many Asian countries there have been rapid changes in the electorate and parties that have been in power for a long time are suddenly finding their support is beginning to decline, mainly amongst younger voters, due to the processes or urbanisation, greater tertiary education, globalisation and awareness of politics in other countries through online media. Political marketing, which suggest how politicians can use research to better understand voters’ needs and wants, and create product and communication strategies in response to this, could offer solutions. This is true of Malaysia, Japan and Thailand for example. The change is rapid and significant and politicians have to now start thinking differently or they will lose power. 

Academic research in political marketing has been growing around the world with the creation of the first journal, the Journal of Political Marketing in 2002 and publication of the first textbook Political marketing: principles and applications (Routledge) in 2009. Conference and workshops on political marketing have been held in Canada, Europe, and the UK, and a short course is planned for APSA 2010 in the US, but there has never been any even in Asia. Asian-specific study within a comparative framework will be more valuable to politicians and academics in Asia and this workshop specifically on political marketing in Asian to channel such interest. 

The workshop will be part-funded by the Asian Political and International Studies Association (APISA) and USM. Jennifer Lees-Marshment will be a reviewer and the discussant at the workshop to provide guidance on the political marketing field. The aim is to create a new network in Asian political marketing and develop the study of political marketing to a high enough quality level to lead to a book on Asian political marketing.  


Questions to address 

  1. How is Political marketing being used in Asia?
  2. How is it different to the western world? (e.g. PR local face to face events weddings etc)
  3. Can political marketing be as effective in Asia as in the Western world?
  4. What will the impact of growing use of political marketing be on democracy in Asia?
  5. Is there a distinct form of Asian PM emerging in the future or will it just follow the western world?
  6. Could it learn from the west? Could the west learn from Asian political marketing?

Potential topics for papers 

Papers can look at any aspect of political marketing, including the nature of the voter/consumer; Stakeholders; Market research; qualitative research; Government public opinion research and consultation; Segmentation; product development; branding; strategy; market-orientation; niche and marketing; positioning; marketing and leadership; competition management; relationship marketing; internal marketing; marketing mobilisation (e-marketing, social networking, customer loyalty management) and internal marketing; marketing and money; market-led campaigning; mobile marketing; on-line interactivity; marketing communications; public relations; marketing in government; delivering in government; marketing policy and ideas; marketing institutions; and marketing difficult issues such as the environment, war, defence, energy. 


Countries includes in this workshop 

Japan, Malaysia, Indonesia, Mongolia, Taiwan, Philippines, Africa, China, India, Thailand, Singapore, Korea 


Required style of the paper 

All papers must be in English, using Harvard referencing style, and 8000 words maximum including all references/notes etc. 

They should also use the international literature on political marketing. See for a list of references to follow by topic. 


Submission of papers: by 31 November 2010 

Please send papers to Khairiah Salwa Mokhtar on 

Please include your name, institution, contact details, a brief biography and abstract of the paper. 



Please contact Khairiah on or Jennifer on 


Call for papers   June 2010
Deadline for draft one of papers  30 November 2010
Reviewing of draft one;  decision as to whether to accept and if so recommendations for improvement  December-January 2010
Notification to authors of acceptance into the workshop and recommendations for improvement  1 February 2011
Authors send their revised final to organizers and then onto all participants ready for the workshop  1 May 2011
Workshop June/July 2011