ABSTRACT
Political marketing practitioners and consultants Alongside the expansion of political marketing practice, there has been significant growth in the number and notoriety of practitioners offering their services to candidates and parties seeking to win election or re-election. This has been noted by political science literature (see, for example, Kinsey 1999, Thurber and Nelson 2000, Medvic 2001, Plasser and Plasser 2002, Kaid and Holtz-Bacha 2006 and Johnson 2007), but can also be linked to political marketing in particular, because consultants increasingly engage in marketing advice on aspects such as strategy. Johnson’s (2007) study of professional consultants includes analysis of how consultants test public opinion, conduct opposition research and contact voters utilising market segmentation: see Table 9.1.
