Political marketing: Grasping the realms of contemporary politics

Political marketing has come to dominate the domain of politics across the world. The western democracies such as UK, US, Canada, Germany, France, as well as such nations as Australia, New Zealand have been primarily associated with it. However, gradually it found prominence in countries like India as well thanks to the increased level of awareness and phenomenon like social networking which have brought the political party and leader closer to the voter than ever before. This research paper considers marketing in the paradigm of politics/elections. Also, it brings about the differences which exist between the institution of election and an actual market. Simultaneously, it also highlights the ‘industry’ aspect related to marketing and to what extent the same applies in the context of politics. Overall, this research paper would bring together the two distinctive identities of politics and marketing and examine their changing role in the contemporary political scenario.