Political Marketing Application By Political Parties: A Framework For Understanding Its Impact In Democracy

Abstract

Marketing is becoming an important tool in politics in general, it provides core benefits that align with the conditions necessary for democracy. Marketers provide consumers with information so that they can make better choice. They see tremendous values in active customer engagement as it allows them to learn about their customer’s needs and preferences, knowledge that can be applied to marketing strategies and communications. Democracies involve “enlightened” citizens participating in the political process and making their choices from among the available candidates. The aim of this article is to present an overview on the functions of political marketing trying to explains how the functions of political marketing are effectively applied by political parties and how political marketing effect democracy in creating public opinion in favor of the party.

DOI: 10.5901/mjss.2013.v4n4p399