Full Text

Political Marketing

Philippe J. Maarek

Subject Politics
Communication Studies » Strategic Communication and PR

DOI: 10.1111/b.9781405131995.2008.x


Political marketing arose when, in the middle of the twentieth century, the methods developed by commercial marketing specialists were adopted for political campaigning. Political marketing replaced unilateral →  propaganda exactly as commercial →  advertising has become a plain subsidiary of commercial →  marketing. Political marketing is considered as one of the most demanding applications of political communication research. It stands at the crossroads of several distinct fields of social sciences engaging in the study or practice of deliberate and purposive communication to reach set goals ( Maarek 1995, 2007 ; →  Political Communication ; Public Relations ; Strategic Communication ). It is generally accepted that political marketing started to become a cornerstone of political campaigns when, in the 1952 presidential election, the American Republican Party hired a first-rate marketing consultant, Thomas Rosser Reeves Jr., who managed Dwight D. Eisenhower's successful transformation from an army general to a civilian commander in chief ( McNair 1995 ; →  Election Campaign Communication ). The two main methods then used by Reeves in two successive steps are representative of the two main stages of a political marketing strategy. First, direct marketing by mail was extensively used in order to define Eisenhower's main campaigning themes, simplifying them according to the ... log in or subscribe to read full text

Log In

You are not currently logged-in to Blackwell Reference Online

If your institution has a subscription, you can log in here:


     Forgotten your password?

Find out how to subscribe.

Your library does not have access to this title. Please contact your librarian to arrange access.

[ access key 0 : accessibility information including access key list ] [ access key 1 : home page ] [ access key 2 : skip navigation ] [ access key 6 : help ] [ access key 9 : contact us ] [ access key 0 : accessibility statement ]

Blackwell Publishing Home Page

Blackwell Reference Online ® is a Blackwell Publishing Inc. registered trademark
Technology partner: Semantico Ltd.

Blackwell Publishing and its licensors hold the copyright in all material held in Blackwell Reference Online. No material may be resold or published elsewhere without Blackwell Publishing's written consent, save as authorised by a licence with Blackwell Publishing or to the extent required by the applicable law.

Back to Top