Marketing and Politics: Models, Behavior, and Policy Implications

Marketing Letters, Apr 2012, Vol. 48, No. 2: 282-295.

Rotman School of Management Working Paper No. 2733252

20 Pages Posted: 18 Feb 2016

See all articles by Brett R. Gordon

Brett R. Gordon

Northwestern University - Kellogg School of Management

Mitchell J. Lovett

Simon School of Business – University of Rochester

Ron Shachar

Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship

Kevin Arceneaux

Temple University - Department of Political Science

Sridhar Moorthy

University of Toronto - Rotman School of Management

Michael Peress

Simon Graduate School of Business, University of Rochester

Akshay R. Rao

University of Minnesota - Twin Cities - Carlson School of Management

Subrata K. Sen

Yale School of Management

David Soberman

University of Toronto - Rotman School of Management; INSEAD

Oleg Urminsky

University of Chicago - Booth School of Business

Date Written: August 1, 2011

Abstract

The American presidential election is one of the largest, most expensive, and most comprehensive marketing efforts. Despite this fact, marketing scholars have largely ignored this campaign, as well as thousands of others for congresspersons, senators, and governors. This article describes the growth of interest in research issues related to political marketing. This emerging research area lies at the crossroads of marketing and political science, but these fields have developed largely independent of one another with little cross-fertilization of ideas. We discuss recent theoretical, empirical, and behavioral work on political campaigns, integrating perspectives from marketing and political science. Our focus is on (1) the extent to which paradigms used in goods and services marketing carry over to the institutional setting of political campaigns, (2) what changes are necessary in models and methodology to understand issues in political marketing and voter behavior, and (3) how the special setting of politics may help us gain a better understanding of certain topics central to marketing such as advertising, branding, and social networks.

Keywords: political marketing, elections, campaigns, advertising

Suggested Citation

Gordon, Brett R. and Lovett, Mitch and Shachar, Roni and Arceneaux, Kevin and Moorthy, Sridhar and Peress, Michael and Rao, Akshay R. and Sen, Subrata K. and Soberman, David and Urminsky, Oleg, Marketing and Politics: Models, Behavior, and Policy Implications (August 1, 2011). Marketing Letters, Apr 2012, Vol. 48, No. 2: 282-295.; Rotman School of Management Working Paper No. 2733252. Available at SSRN: https://ssrn.com/abstract=2733252

Brett R. Gordon

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

Mitch Lovett

Simon School of Business – University of Rochester ( email )

300 Crittenden Blvd.
Rochester, NY 14627
United States

Roni Shachar

Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship ( email )

P.O. Box 167
Herzliya, 46150
Israel

Kevin Arceneaux

Temple University - Department of Political Science ( email )

Philadelphia, PA 19122
United States

Sridhar Moorthy

University of Toronto - Rotman School of Management ( email )

105 St. George Street
Toronto, Ontario M5S 3E6 M5S1S4
Canada

HOME PAGE: http://www.rotman.utoronto.ca/~moorthy

Michael Peress

Simon Graduate School of Business, University of Rochester ( email )

300 Crittenden Blvd.
Rochester, NY 14627
United States

Akshay R. Rao

University of Minnesota - Twin Cities - Carlson School of Management ( email )

19th Avenue South
Minneapolis, MN 55455
United States
612-624-8049 (Phone)

Subrata K. Sen

Yale School of Management ( email )

135 Prospect Street
P.O. Box 208200
New Haven, CT 06520-8200
United States
203-432-6028 (Phone)
203-432-6974 (Fax)

David Soberman

University of Toronto - Rotman School of Management

105 St. George Street
Toronto, Ontario M5S 3E6 M5S1S4
Canada
416 978 5445 (Phone)
416 978 5433 (Fax)

INSEAD ( email )

Boulevard de Constance
Fontainebleau, 77305
France
0160724412 (Phone)
0160745596 (Fax)

HOME PAGE: http://www.insead.edu

Oleg Urminsky (Contact Author)

University of Chicago - Booth School of Business ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
34
Abstract Views
366
PlumX Metrics