Commercial Marketing Vs Political Marketing The diversity of the fields of application of marketing pushes the politician to take advantage of it and exploit it to succeed his electoral campaign

Abstract

Political marketing has a lot in common with marketing in the business world. In commercial marketing, sellers send goods, services and communications (advertising) to the market and in return receive money (consumer purchases), information (consumer studies) and customer loyalty. While in political campaigns, candidates send promises, favors, political preferences, and personalities to a set of voters in exchange for their votes, voluntary efforts, or contributions. In the case of commercial products, it is a question of achieving an incentive for the future consumer to purchase a product which will make a certain use of him, and of predetermining, as far as possible, part of the characteristics of the product according to the supposed needs of that consumer, needs which moreover are often instilled beforehand by the promotion. However, in the case of political products: political party, candidate or political idea, the consumer-voter is given an incentive to vote for the candidate who will perfectly meet his expectations and be a good political representative. It should therefore be pointed out that, through the various forms of communication and marketing techniques applied to politics, political representatives are all running behind the achievement of a shared main objective, which is to seduce and convince the electorate, allowing them to occupy considerable positions in the government.