Political Marketing: Theorectical and Strategic Foundations

Political Marketing: Theoretical and Strategic Foundations is the first comprehensive, integrated theory-to-practice text on this important subject. With insights and concepts drawn from the disciplines of Marketing, Psychology, and Political Science, this book covers every aspect of marketing's infiltration into the political process, including campaign strategy, market segmentation, and media strategy. The book is global in scope, with many examples and models drawn from countries around the world.

Marketing's role in the political process does not go unquestioned in this book. The authors present the importance of political marketing techniques for the stability of democratic institutions, and also note the potential threats to democracy, especially the use of marketing techniques to manipulate voters at the subconscious level. They conclude with a set of normative "do's and don'ts" for political marketing practice that strengthens civic education and democratic governance.

Wojciech Cwalina is a professor in the Department of Marketing Psychology at the Warsaw School of Social Sciences and Humanities in Poland. He is a member of the editorial boards of Psychologia Spoleczna (Social Psychology) and the Journal of Political Marketing. He also serves as a marketing consultant and media advisor in Polish political campaigns.
Andrzej Falkowski is a professor of psychology and marketing, and head of the Department of Marketing Psychology at the Warsaw School of Social Sciences and Humanities in Poland. His research specialty is cognitive psychology, including consumer behavior, marketing, and political advertising.
Bruce I. Newman is a professor of marketing at DePaul University and is the founding editor-in-chief of the Journal of Political Marketing. He has published more than ten books and numerous articles on political marketing and consumer psychology.