A Theoretical Model of Political Marketing Mix in Developing Countries: Case of Bangladesh
Date
2017-12
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North South Business Review
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08
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1
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Abstract
This paper as a pioneer attempt offers indicators of the political marketing mix for developing countries. In order to identify influential political marketing mix components, 2357 primary data were collected from general voters through a survey. The paper offers 43 important indicators of the political mix, grouped under eight dimensions namely product, party, price, place, promotion, persuasion, people, and physical evidence. Based on the findings of the quantitative study, a number of recommendations have been made which can be useful to political parties, candidates, and political marketing consultants.
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North South University