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Political Marketing

Political Marketing
Theory and Concepts

224 pages | SAGE Publications Ltd
Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Unlike other textbooks, this text explicitly focuses on the theoretical underpinnings and cutting edge concepts used by political parties, allowing students to gain key insights into how they win elections and remain in power. With an engaging and thought provoking topic selection, these field-leading authors have ensured that this often complex and theoretically advanced topic is clearly accessible for a student audience and novice researchers.

 Key features of each chapter include:

- Short chapter introduction and learning summaries

- Discussion questions to share in the classroom

- Annotated suggestions for further reading

- Lists of key terms to consider

This text is essential reading for advanced undergraduate and postgraduate students on political marketing courses.


Dr Robert P. Ormrod, University of Aarhus, Denmark

Dr Stephan C. Henneberg, University of Manchester

Professor Nicholas J. O'Shaughnessy, Queen Mary, University of London

Theorical Issues in Political Marketing
Defining Political Marketing
Theories and Concepts in Political Marketing
The Triadic Interaction Model of Political Exchange
Critical Perspectives on Political Marketing
Political Marketing and Theories of Democracy
The Ethics of Political Marketing
Conceptual Issues in Political Marketing
Political Relationship Marketing
Strategic Political Postures
Political Market Orientation
Political Marketing Strategy and Party Organizational Structure
Symbolism in Political Marketing
Conclusion: Research Agendas for Political Marketing and Political Marketing Management

'Ormrod, Henneberg and O'Shaughnessy have produced an excellent introductory text on political marketing. I particularly liked its focus on critical, ethical and symbolic aspects of political marketing; areas which are relatively poorly considered elsewhere in the political marketing literature' -
Dr. Paul Baines
Professor of Political Marketing, Cranfield School of Management, UK

still the best book on the theory of political marketing

Professor Daniel Valentine
Department Business Studies, Regent's University
June 4, 2015

As changing in political environment, most of politician employ the concept of marketing to their political idea for getting more vote. This is a very unique book in marketing that every marketer need to read. I can not wait to recommend my marketing student to buy this book.

Dr Teerasak Jindabot
Business Administration , Prince of Songkla Univ.
September 7, 2014

It shows the reader the relevance of marketing in politics and the importance of marketing to steer exogenous change. A must-read for any student in this field.

Dr Meik Nowak
IEE, Ruhr University Bochum
December 20, 2013

Sample Materials & Chapters


Robert P. Ormrod

Robert P. Ormrod is Associate Professor of Business Economics at Aarhus University, Denmark. He received a PhD from Aarhus University for his work on political market orientation. Robert’s primary research focus is on political marketing and he publishes regularly on this subject in both marketing and political science Journals. Robert is a member of the editorial board of the Journal of Political Marketing. More About Author

Stephan C M Henneberg

Stephan C. Henneberg is Professor of Marketing and Strategy at the Manchester Business School, University of Manchester. He received his PhD from the Judge Business School, Cambridge. Stephan’s research focuses on issues of inter-organisational strategy, business relationships and networks, and political marketing. He was the Academy of Marketing Special Interest Group Chair for Political Marketing and has organised three international conferences on the topic. More About Author

Nicholas O'Shaughnessy

Nicholas O’Shaughnessy is Professor of Communication at Queen Mary, University of London. He holds degrees from London, Oxford, Columbia and Cambridge Universities. Nicholas’ research focus is on political marketing and propaganda, and he is the author and co-author of numerous journal articles and a Senior Editor of the Journal of Political Marketing. Nicholas is the author of two classic texts in the field of political marketing, The Phenomenon of Political Marketing and Propaganda and Politics: Weapons of Mass Seduction. Nicholas is a Quondam Fellow of Hughes Hall, Cambridge University, and a Fellow of the Royal Society of Arts More About Author

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