Political Marketing POLITICS 345
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.
General and overview
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