Generic Functions of Political Marketing Management

Abstract

Political parties use marketing instruments as part of their electoral campaign activities. These are usually analysed and categorised using the 4P and marketing mix concept, a perspective anchored in the ‘managerial’ school of marketing theory. However, these concepts have come under considerable criticism. This article uses an alternative perspective, i.e. a functional analysis, to describe the requirements for successful political marketing activities that are fulfilled by using certain political marketing instruments. Eight generic functions of political marketing are identified. Whilst it is not the intention of this article to attempt to systematically operationalise each of these functions, a parsimonious set of interrelated dimensions that may be used in the analysis of political marketing instruments and activities is offered. The focus is on campaign-related political marketing management. The article will close with a discussion of the relevance of the eight generic functions of political marketing for different exchange relationships and submarkets of the political sphere.