Political marketing

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It refers to the planning, research and communication strategies used in a political campaign. In political marketing, the politician represents the product to be sold. The voters, on the other hand, replace the consumers or potential customers. The marketing policy proposes to:

– determine the needs/expectations of constituents;
– respond favorably to these needs through a well-defined policy agenda. This program represents the ideal product mix.

The goal is to influence voters’ behavior so that they buy into the program and support a candidate.

Political marketing emerged in the United States in the mid-twentieth century. In 1952, General Dwight Eisenhower ran for president of the country. To conduct his political campaign, he called on an advertising agency to “sell” him. He is the first presidential candidate to use this method