STRATEGIES FOR SUCCESS FROM THE POLITICAL MARKETERS

Abstract

Political campaigns are a form of bloodless but serious marketing warfare, and the various state and national races offer a unique opportunity to study the effectiveness of the winning candidates' marketing strategies and tactics. Trial‐and‐error adjustments to marketing strategy are made at an accelerated pace in political campaigns. The results can be seen in days or weeks, rather than the months or years of most industry programs. Toward the end of a major campaign, polls are taken weekly or even continuously.

Citation

Niffenegger, P.B. (1988), "STRATEGIES FOR SUCCESS FROM THE POLITICAL MARKETERS", Journal of Services Marketing, Vol. 2 No. 3, pp. 15-21. https://doi.org/10.1108/eb024729