ABSTRACT
Broad brush predictions such as the ones discussed in earlier chapters of how groups in society will vote are an unsatisfactory device for anyone who wants to explore the implications of an ageing electorate. In recent years political strategists have sought to evolve their methods of working by incorporating elements of marketing and management science into the cycle of researching the electorate and campaigning for its endorsement. The rise of political marketing implies an electoral system that will be more receptive to the demands of older voters, but the manner in which voters are researched, segmented and targeted also presents new barriers to the promise of responsive political parties.
