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Relationship marketing within Political Parties and Campaigns

Academic Literature

Bannon, D. P. (2005) ‘Relationship Marketing and the Political Process'. Journal of Political Marketing, vol. 4, pp. 73-90.

Dean, Dianne and Robin Croft (2001). ‘Friends and relations: long-term approaches to political campaigning’. European Journal of Marketing, 35(11/12): 1197–216.

Dean, Dianne, Robin Croft, and Christopher Pich. (2015). "Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties." Journal of Political Marketing no. 14 (1/2):19-34.

Levenshus, Abbey (2010). ‘Online relationship management in a presidential campaign: a case study of the Obama campaign’s management of its internet – integrated grassroots effort’. Journal of Public Relations Research, 22(3): 313–35.

Parmelee, John H., and Shannon L. Bichard. (2013). Politics and the Twitter revolution: How Tweets Influence the Relationship between Political Leaders and the Public. Lanham, MD: Lexington Books.

Pettitt, Robin T. (2012). ‘Internal Party Political Relationship Marketing: encouraging activism amongst local party members’. In Jennifer Lees-Marshment (ed.) The Routledge Handbook of Political Marketing. London and New York: Routledge, 137–50.

Spiller, Lisa and Jeff Bergner (2014), ‘Database Political Marketing’ Chapter 3 in Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds) Political Marketing in the US. New York; Routledge.

Ubertaccio, Peter (2008). Network Marketing and American Political Parties. In Dennis W. Johnson (Ed.), The Routledge Handbook of Political Management. Routledge.


Obama/US Democratic party & government

Organising for America

Year One report on OFA Ari Melber, "Year One of Organizing for America: The Permanent Field Campaign in a Digital Age," techPresident Special Report (Jan. 2010)

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