“Mind the gap”: the rise of political marketing and a perspective on its future agenda

Abstract

Purpose

The purpose of this paper is to introduce a selection of papers on such subjects as: increased application of marketing to modern politics; the perceptions of its effectiveness – particularly in closely contested elections; the escalation in funding of campaigns; and the increase in international collaboration.

Design/methodology/approach

There has been a marked increase in the quantity and quality of research since the first EJM special issue in 1996. Political marketing is now in the mainstream of research in marketing. The themes in the earlier special issues are tabulated to provide a comparison with those in this issue. The contributions in each paper are summarised.

Findings

The paper reveals key issues for research. One is the rapid rise in influence of the internet in the political sphere, particularly in blogging and social networking, although it presents major methodological challenges. There is also a need for more studies crossing cultures and electoral systems and empirical work to establish a firm basis for key constructs and relate those to voter attitudes and behaviour.

Originality/value

Drawing on a number of these papers, key issues for research in political marketing going forward are identified.

Citation

Harris, P. and Lock, A. (2010), "“Mind the gap”: the rise of political marketing and a perspective on its future agenda", European Journal of Marketing, Vol. 44 No. 3/4, pp. 297-307. https://doi.org/10.1108/03090561011020435