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Advanced Theory of
Political Marketing
Wojciech Cwalina, Andrzej Falkowski, and Bruce I. Newman
MODELS OF POLITICAL MARKETING
Earlier theories of political marketing originated, to a large degree, from theories of marketing
developed for the consumer goods market (Kotler 1975; Reid 1988; Shama 1975; Wring 1997).
However, in the course of time, important differences have emerged between the practice and ef-
ciency of marketing theories used for political and economic purposes. Political marketing, to a
larger and larger extent, drew from such disciplines as sociology, political sciences, or psychology
(Cwalina et al. 2008; Lees-Marshment 20 ...