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Political Marketing: A Conceptual Framework

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Executive Summary

The paper presents a broad overview of the concept of political marketing and its significance in the contemporary era of information revolution and democratic resurgence. The paper provides meaning, definition and various dimensions of political marketing as a concept and method and differentiates it from mainstream marketing practices. The paper also attempts to analyze the origin and development of the concept in different political and social contexts and its usage as a powerful instrument in election campaigning and policy making. The paper explains the eight main functions of political marketing including product function, distribution function, cost function, communication function, new management function, fund raising function, parallel campaign management function and internal cohesion management function.

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