Purpose – The purpose of this paper is to introduce a selection of papers on such subjects as: increased application of marketing to modern politics; the perceptions of its effectiveness – particularly in closely contested elections; the escalation in funding of campaigns; and the increase...

Suggests that insufficient attention has been given to the significant differences between political and product or service marketing. The rise in awareness of political marketing has coincided with a decline of party membership in Britain and an increased distance between party and voter....