Relational and Interactive Political Marketing Communication

Political marketing communication is rapidly developing to become more interactive and to build relationships, holding the prospect of lifting the citizen from passive consumer to active participant in the communication process and enhancing the public sphere. Recent technological developments in Web 2.0 and social networking change communication from a means for elites to sell a product to the public to the opportunity for the public to provide input and feedback before, during and after a politician gets into power or a political product is designed and delivered. Communication becomes more about relationship building than product selling; and about maintaining or enhancing support in government instead of just getting votes in the first place. It includes e-marketing; public relations; interactive and responsive leadership communication; voter responsibility communication and reputation management in government.

Academic Literature


Lees-Marshment, Jennifer (2009).  Political Marketing: Principles and Applications (First edition) Routledge Chapter 7 Marketing communication and campaigns

Lees-Marshment, Jennifer (2014) Political Marketing: Principles and Applications 2nd edition. Routledge Chapter 7 Relational and interactive political marketing communication.


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