ABSTRACT
This chapter discusses the impact of marketing in politics on the well-being of society. It explores the divergent impact of political marketing on policy, leadership, fairness, citizenship, honesty and global responsibility by discussing historical and contemporary examples from established and developing democracies. It proposes best practices that, if followed, will maximise marketing’s positive impact. It concludes that business schools need to focus more attention on the influence of marketing in politics, conducting research that identifies both problematic and positive practices and teaching students about the impact of marketing in this important area of society.
