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AbstractThis paper addresses 11 statements of criticism of political marketing. These statements represent the most commonly voiced issues and were collected from marketers and political scientists. While marketing theorists are more concerned with the state of political marketing theory, political scientists concentrate much of their criticism on aspects of political marketing management as it is experienced in practice. Each statement is discussed and general conclusions are identified. While presenting the personal opinion of the author (advocatus dei), these conclusions and statements concerning political marketing should foster critical discourse on issues such as political marketing management, concepts and ethics. Copyright © 2004 Henry Stewart Publications

Intro -- Contents -- Series Foreword -- Introduction -- The Idea of Political Marketing -- 1 Considerations on Market Analysis for Political Parties -- 2 Social- Psychological, Economic and Marketing Models of Voting Behaviour Compared -- 3 Market Analogies, the Marketing of Labour and the Origins of New Labour -- 4 Kirchheimer's Catch-all Party: A Reinterpretation in Marketing Terms -- 5 Understanding Political Marketing -- 6 Conceptualising Political Marketing: A Framework for Election- Campaign Analysis -- 7 Political Marketing and the Aestheticisation of Politics: Modern Politics and Postmodern Trends -- 8 The Marketing of Political Marketing -- Bibliography -- Index -- About the Editors and Contributors.

Non-commercial exchanges including social and political ones have become an accepted marketing explanandum since the broadening debate of marketing of the 1970s. In order to build a theory of political marketing, a rigorous understanding of the nature of the political exchange needs to be developed beyond the simplistic assumption of being synonymous with commercial exchange. The service characteristics of the political offering only make full sense if understood as being triadic interactions rather than dyadic exchanges. Thus, the presumptive effect of political services only comes to the fore if the interaction between candidates and voters (in the electoral market) is seen as interdependent with interactions between the candidates in the legislative assembly (in the parliamentary market) and between legislators and citizens (in the governmental market) as part of a wider political exchange system. This triadic structure of the political exchange nuances the current research focus by embedding the electoral interaction within a wider interaction system. Our article thus provides an initial attempt to develop a broadened concept on which further theory building as well as empirical analysis in political marketing can be based.

This article develops a conceptual framework and measurement model of political market orientation that consists of attitudinal and behavioural constructs. The article reports on perceived relationships among different behavioral aspects of political market orientation and the attitudinal influences of such behavior. The study includes structural equation modeling to investigate several propositions. While the results show that political parties need to focus on several different aspects of market-oriented behavior, especially using an internal and external orientation as cultural antecedents, a more surprising result is the inconclusive effect of a voter orientation on market-oriented behaviours. The article discusses the findings in the context of the existing literature in political marketing and commercial market orientation. ; This article develops a conceptual framework and measurement model of political market orientation that consists of attitudinal and behavioural constructs. The article reports on perceived relationships among different behavioral aspects of political market orientation and the attitudinal influences of such behavior. The study includes structural equation modeling to investigate several propositions. While the results show that political parties need to focus on several different aspects of market-oriented behavior, especially using an internal and external orientation as cultural antecedents, a more surprising result is the inconclusive effect of a voter orientation on market-oriented behaviours. The article discusses the findings in the context of the existing literature in political marketing and commercial market orientation.