DISSERTATION REPORT ON POLITICAL MARKETING AND ITS INFLUENCE ON VOTERS

Abstract

Marketing is about identifying and meeting human and social needs. One of the shortest good definitions is “meeting needs profitably”. The American Marketing Association offers the following formal definition: Marketing is an organizational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Now days in various democratic countries, political parties have started adopting marketing concepts and strategies. Political parties try to market persons (contestants), organizations (their own parties) and ideas (their philosophies) which has given birth to the field of political marketing. Political marketing can be defined as, "the application of marketing principles and procedures in political campaigns by various individuals and organizations. The procedures involved include the analysis, development, execution, and management of strategic campaigns by candidates, political parties, governments, lobbyists and interest groups that seek to drive public opinion, advance their own ideologies, win elections, and pass legislation and referenda in response to the needs and wants of selected people and groups in a society"