ABSTRACT
Political marketing is a growing area of academia, emanating from the two disciplines of marketing and political science. It offers a different way of viewing political behaviour, while raising new perspectives on classic questions in political science, such as the value of ideology and principle, the role of citizenship and the nature of democracy, yet within the context of the twenty-first century marketplace. It offers both potential for a new means of linking government and the governed, and fresh controversies as to the efficacy and value of elites consulting and responding to voter opinion.
