Exploring relationship marketing in the political process

Dedar Mahmud, David Gray

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


The scope of the marketing concept has been expanding rapidly. It races with the modern society and incorporating many ideas and proved itself as a dynamic research subject matter. Both relationship marketing and political marketing are of contemporary issues and comparatively new wings of the marketing domain. Like other business organisations, political parties/institutions are also using relationship marketing and trying to incorporate into the political marketing. The purpose of this study is to investigate the influences of the relationship marketing in determining voter intention and to identify the effective political-market segmentation. Thus a model is proposed and one of the results of using the model will be the more efficient use of funds in allocating the political marketing budget.
Original languageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages11
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011


ConferenceAustralian and New Zealand Marketing Academy Conference (2011)


  • political marketing
  • voter
  • trust
  • relationship marketing


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