Marketing the Political Product

David M. Reid (Department of Business Studies, University of Edinburgh)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 September 1988


That the business of vote winning is essentially a marketing problem is illustrated, and how knowledge of consumer behaviour can be interrelated with the principles of persuasion and thus utilised in the formulation of political marketing strategies is highlighted.



Reid, D. (1988), "Marketing the Political Product", European Journal of Marketing, Vol. 22 No. 9, pp. 34-47.

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Copyright © 1988, MCB UP Limited

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