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Internal Political Marketing

Internal political marketing covers the organisation of political marketing – the structure, organisation, resourcing and staffing of offices in parties, campaigns and parliament or government; the organisation and involvement of volunteers and members on the ground; and the implementation of product change and branding. Ineffective internal political marketing has the potential to derail political marketing strategies, branding and communication efforts. Successful internal activity ensures that volunteers become and remain effective activists for the party; recruits donors; ensures the right staff are in place and that new directions in the brand are accepted and complied with even if they challenge traditional party beliefs and ideals. Internal political marketing includes understanding volunteer demands, creating volunteer-friendly organisations, communicating with members and viewing volunteers as part-time political marketers; creating unity; relationship marketing within political parties and campaigns; fundraising; managing political marketing staff and resources; and central versus local versus volunteer control.

Academic Literature

General and overview

Bauer, Hans H., Frank Huber and Andreas Herrman (1996). Political Marketing: an information-economic analysis. European Journal of Marketing, 30: 159-172.

Lamprinakou, Chrysa (2008). The Party Evolution Model: An Integrated Approach to Party Organisation and Political Communication: Politics 28(2), May 2008: 103-111.

Lees-Marshment, Jennifer (2009). Political Marketing: Principles and Applications (1st edition)  Routledge. Chapter 6 Internal marketing: marketing to volunteers and the party.

Lees-Marshment, Jennifer (2014) Political Marketing: Principles and Applications 2nd edition. Routledge Chapter 5 Internal Political Marketing

Rogers, Ben (2005). From Membership to Management? The Future of Political Parties as Democratic Organisations. Parliamentary Affairs, vol. 58(3): 600-610.


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Australian Liberal Party (2018) Canberra branch ‘Volunteer’ webpage, New South Wales, accessed 8 June 2018.

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Watt, Joseph (2015) ‘Tessa Jowell apologises after volunteer claims Sadiq Khan would be “liability” as Mayor because he’s Muslim’, Evening Standard, 3 September 2015,

Wheeler, Caroline (2017) ‘Sound the retweet: Tories to launch digital war on Labour’, The Times, 2 July 2017,

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