The strategic dimensions of Political Marketing
Author: Nikolay Vankov
Abstract
Political marketing is often criticised for devaluing democratic processes. However, there is no literature that outlines the various concepts of democracies and or offers a systematic comparison with political marketing in its varied conceptual and practical aspects. In this article, we outline three different strategic dimensions, i.e. a selling-oriented, an instrument-oriented, and a relational political marketing. We have to be precise about the strategic dimensions and activities of political marketing as represented by different, often incompatible concepts