Political marketing: towards market oriented political organizations

Political marketing shares many characteristics in common with marketing in the business world. In business marketing, sellers dispatch goods, services, and communications[e.g.advertising] to the market and in return, money [consumer purchases], information [consumer research], and customer loyalty are received. In political campaigns, candidates dispatch promises, favors, policy preferences, and personalities to a set of voters in exchange for their votes, voluntary efforts, policy preferences, and personalities to a set of voters in exchange for their votes, voluntary efforts, or contributions [kotler and kotler, 1999]. Many concepts and tools are shared by marketing goods and services and political marketing. This conceptual paper explain the PM concept, similarities and differents between PM and BM, and explain how using of STP process in PM.