Dimensions of Political Marketing in India

The research paper presents a broad overview of the concept of political marketing and its significance in the contemporary era of information revolution and democratic resurgence. It provides meaning, definition and various dimensions of political marketing as a concept and method and subsumes mainstream marketing practices. It also attempts to analyze the origin and development of the concept in different political and social contexts and its usage as a powerful instrument in election campaigns and policy making. It explains the various functions of political marketing such as product, distribution, cost, communication, management function, fund raising function, parallel campaign management function and internal cohesion management function. It explores the area and tools of marketing in relation with the Politics.