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4ps Of Marketing

Political Marketing in India

By Prof. Gurinder Singh Ahluwalia
GJIMT, Mohali.
Abstract

Political Marketing has already become a subject of serious study and research in the US and the West but not quite so in India in particular. Political parties prefer to rely on the experts from within the party to design its campaign strategy though advertising is outsourced to the professional advertisers. India’s oldest political party Indian National Congress used the services of commercial advertising agency way back in 1989 and since then most parties have been using marketing tools and concepts for achieving success in the elections. This paper is a desk research to understand the concept of Political Marketing from an Indian perspective and an effort to stimulate research in India in this field.

Introduction

Political marketing as a subject of research & study has been receiving considerable......


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Approximate Word Count: 4099
Approximate Pages: 17 (250 words per double-spaced page)

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