ABSTRACT
The literature about political marketing and political market-orientation has expanded significantly during the last twenty years. However, it can be argued that the cumulativity of this research has been limited. One reason is that most studies are single-country studies. A second reason is that many studies focus on only a limited number of parties within the chosen country, typically the largest or the most successful parties. A third reason is that most studies are British or American in their origins, which limits the generalizability of the results. To this one should add the lack of consensus regarding the central concepts being used, which has characterized this field of research.
