Policy marketing

Under policy Marketing refers to the voter-oriented development and marketing of the policy of a political party (see. Ufert 2006).

In contrast to a campaign or a single election campaign, political marketing is designed for the long term.

Taking into account voting behavior (see e.g. Rational Choice Approach , Ann Arbor Model or Cleavage Theory ), voter target groups and the activities of competing parties, it is necessary to form a political offer from party , election program and candidate (s) . To market this, there are - depending on the author - different marketing instruments to choose from (e.g. consideration, distribution, communication or service policy).

literature

• Gero Ufert: Political Marketing. Berlin 2006, ISBN 3-8258-8587-9 .
• Edgar Wangen: Polit-Marketing. Opladen 1983, ISBN 3-531-11670-3 .
• Markus Karp, Udo Zolleis (Ed.): Political Marketing. Münster 2004, ISBN 3-8258-7898-8 .
• Helmut Schneider: Brands in Politics. Wiesbaden 2004, ISBN 3-531-14168-6 .