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Abstract. The use of a political marketing framework to describe modern party election campaigns can be useful for comparison over time, between and within countries. This paper concentrates on inter‐country comparisons, examining the election compaigns of the West German Christian Democrats in 1983, the British Conservatives in 1983 and the Irish Fine Gael party in 1981. Political marketing is defined as the application of promotional activities to direct an exchange with voters through the use of such instruments as product policy, communications policies and distribution. Among the paper's main findings are, first, that the CDU were the only party to have communications policies which closely matched their product policy and, second, that distribution activities appear to be where future campaign developments are likely to concentrate. The paper concludes with a discussion on some specific aspects of political marketing including effects, financial corruption and the part political marketing plays in the general evolution of the electoral process.

THE USE OF A POLITICAL MARKETING FRAMEWORK TO DESCRIBE MODERN PARTY ELECTION CAMPAIGNS CAN BE USEFUL FOR COMPARISON OVER TIME, BETWEEN AND WITHIN COUNTRIES. THIS PAPER CONCENTRATES ON INTER-COUNTRY COMPARISONS, EXAMINING THE ELECTION COMPAIGNS OF THE WEST GERMAN CHRISTIAN DEMOCRATS IN 1983, THE BRITISH CONSERVATIVES IN 1983 AND THE IRISH FINE GAEL PARTY IN 1981. POLITICAL MARKETING IS DEFINED AS THE APPLICATION OF PROMOTIONAL ACTIVITIES TO DIRECT AN EXCHANGE WITH VOTERS THROUGH THE USE OF SUCH INSTRUMENTS AS PRODUCT POLICY, COMMUNICATIONS POLICIES AND DISTRIBUTION. AMONG THE PAPER'S MAIN FINDINGS ARE, FIRST, THAT THE CDU WERE THE ONLY PARTY TO HAVE COMMUNICATIONS POLICIES WHICH CLOSELY MATCHED THEIR PRODUCT POLICY AND, SECOND, THAT DISTRIBUTION ACTIVITIES APPEAR TO BE WHERE FUTURE CAMPAIGN DEVELOPMENTS ARE LIKELY TO CONCENTRATE. THE PAPER CONCLUDES WITH A DISCUSSION ON SOME SPECIFIC ASPECTS OF POLITICAL MARKETING INCLUDING EFFECTS, FINANCIAL CORRUPTION AND THE PART POLITICAL MARKETING PLAYS IN THE GENERAL EVOLUTION OF THE ELECTORAL PROCESS.

Radical Right Parties: Voters and Parties in the Electoral
Market, Pippa Norris, Cambridge: Cambridge University Press, 2005,
pp. 349.Voting Radical Right in Western Europe, Terri E. Givens,
Cambridge: Cambridge University Press, 2005, pp. 178The growing importance of immigration politics in Western Europe
during the past two decades and the connected rise of radical right
parties have justifiably received much scholarly attention. While a first
generation of scholars treating this phenomenon were mostly concerned with
the social bases for the growing political influence of such parties,
recent studies have begun to emphasize the importance of purely political
factors, such as institutional frameworks and strategic party competition.
The books on this topic by Norris and Givens are two of the most prominent
accounts in this second generation of studies.