The Marketing of Political Candidates: Current Tactics and Future Strategies

Clarke L. Caywood, Gene R. Laczniak

Research output: Chapter in Book/Report/Conference proceedingChapter


This chapter explores where tactical and strategic elements of marketing have contributed to modern political campaign management to date and to speculate about the elements of marketing. In general, the integrated application of marketing and related techniques to political campaigns has been relatively minor, although individual techniques have been used skillfully. Although some tools of marketing research have been employed (e.g., survey research), the strategic connections between research, candidate development, and subsequent voter cultivation have not been as effective as possible. Marketing elements such as advertising, direct mail, publicity, and sales promotion arecurrently used in political campaigns throughout the United States. In the future, it will be necessary for political strategists to begin campaigns by identifying voter segments more precisely on the basis of marketing research. Such new marketing strategies will include the coordinated use of marketing tactics such as direct mail, narrowcasting, and the promotion of multiple themes that are designed to reach targeted, priority voters.

Original languageEnglish (US)
Title of host publicationMarketing the Public Sector
Subtitle of host publicationPromoting the Causes of Public and Nonprofit Agencies
PublisherTaylor and Francis
Number of pages25
ISBN (Electronic)9781351506830
ISBN (Print)9781560006107
StatePublished - Jan 1 2017
Externally publishedYes

ASJC Scopus subject areas

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting


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