Introduction to Special Issue on Political Marketing

Wayne Binney, Daniel Laufer, Jennifer Lees-Marshment

Research output: Contribution to journalEditorialpeer-review


Recent trends in political marketing research and practice suggest a move from a short-term transaction-based approach to a relationship and network-based approach. The collection of new research in the Routledge Handbook of Political Marketing published in 2012 suggests there has been a shift from neglecting political party members to seeing internal stakeholders as integral to successful political marketing; from short-term benefit to long-term, mutual and interactive communication; and from campaigning to governing necessitating greater integration of political marketing into leadership. Practitioners can therefore choose more-dialogical and transformational approaches to achieve and maintain relationships with political consumers over the long term.
Original languageEnglish
Pages (from-to)1-4
Number of pages4
JournalJournal of Nonprofit and Public Sector Marketing
Issue number1
Publication statusPublished - 2 Jan 2016
Externally publishedYes


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