Political marketing : a modern party strategy

Abstract

In recent years increasing attention has been given to the professionalisation of electoral campaigns. In addition to the use of professional managers, advertising agencies and market research institutes, the application of modern technology such as television, computers and simulation techniques have captured the attention of numerous authors - the majority of them American. For example, Larry Sabato has discussed the increasing importance of political consultants in elections. William Crotty and Gary Jacobsen have concentrated on the growth of Political Action Committees (PACs) and the concomitant "decline" of American political parties. Robert Agranoff has analysed campaign changes under the rubric of "new politics", comprising the employment of marketing experts, increased emphasis on use of the media, and the focusing of attention on the candidate. Furthermore, campaign managers also discovered the political market, and published books on carpaign management, or "how to win an election campaign”. Also the European political literature is increasingly concerned with subjects relating to campaigning and new technologies. Yet, however, apart from rare exceptions no exclusive attention has been given to this subject.