which in turn lead to de-politicization of democracy itself. They argue that political marketing is at a “craft” stage and the direct transferability of mainstream marketing theory to political marketing is questionable. They claim that political marketing has to develop its own frameworks by adapting the core marketing literature and develop its own predictive and prescriptive models. As Kotler and Kotler (1999) point out, “conscious marketing only promises to maximize the candidate’s potential…applying standard marketing techniques to political campaigning will at least ensure that the campaign’s planning is systematic, efficient, and voter oriented. Marketing can promote the most effective use of scarce resources, generate valuable information for both the candidate and the voters, and promote greater responsiveness in the political process”. However it is not easy to win in election only with marketing. For the party needs a consistent ideology and action plan which is convincing to the electoral market. 177
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SvaraRaderaa terress equity of 20m Ynn' of Enginuety
SvaraRaderawhich in turn lead to de-politicization of democracy itself. They argue that political marketing is at a “craft” stage and the direct transferability of mainstream marketing theory to political marketing is questionable. They claim that political marketing has to develop its own frameworks by adapting the core marketing literature and develop its own predictive and prescriptive models. As Kotler and Kotler (1999) point out, “conscious marketing only promises to maximize the candidate’s potential…applying standard marketing techniques to political campaigning will at least ensure that the campaign’s planning is systematic, efficient, and voter oriented. Marketing can promote the most effective use of scarce resources, generate valuable information for both the candidate and the voters, and promote greater responsiveness in the political process”. However it is not easy to win in election only with marketing. For the party needs a consistent ideology and action plan which is convincing to the electoral market. 177
SvaraRadera