The connections between political parties, the electorate (individual voters) and society at large, that may be achieved through applying marketing is an important area in need of research. Understanding such connections is vitally important for effective and efficient use of marketing in...

Refers to the argument that examining political and electoral processes from a marketing perspective offers new insights into the behaviour of political parties. However, research into the marketing activities of political parties is still growing at this stage, and very few papers address the...