ABSTRACT
Marketing communications are the articulative, public-image-regenerating function of the product market campaign; and the Nazis were in fact intuitively using target marketing techniques such as direct mail, as well as concepts like relationship marketing and segmentation, and the methodologies of market research. The Nazis combined a dreamlike vision with pragmatics, the aim being to proselytise an evangelical formula, printed and circulated, with occasional latitude for interpretation and licensed heterogeneity. The local political marketing of the Nazi Party really was based on a finely tuned market segmentation strategy, with provincial meetings for businessmen, civil servants, pensioners, workmen and other target groups. The management of imagery was crucial since concentration camps in particular were the Achilles heel of the regime, precipitating negative international publicity. The global impact of Nazi propaganda was realised not only because, intellectually, Nazis recognised this as a priority, but also because they implemented it as such.
