The Marketing of Political Parties

This book presents a comprehensive examinination whether age influences the perception of political marketing methods. An analysis of the current state of research, which defines political marketing as a discipline of classic marketing, points out the similarities and differences. It further explores the marketing environment of political parties and addresses the most controversial issues. Qualitative in-depth interviews with experts detect the most commonly used techniques in...
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This book presents a comprehensive examinination whether age influences the perception of political marketing methods. An analysis of the current state of research, which defines political marketing as a discipline of classic marketing, points out the similarities and differences. It further explores the marketing environment of political parties and addresses the most controversial issues. Qualitative in-depth interviews with experts detect the most commonly used techniques in political marketing: election posters, Facebook, YouTube, Twitter, candidate websites, TV advertising and local events. A quantitative study explores how those techniques are perceived by respondents. Focus group interviews further reveal the reasons for the detected significant differences. By comparing the results with research data from the United States it further analyses that there are indeed intercultural differences in the perception of political marketing.