Abstract
Scammell (1995) has argued that by reducing the barriers between government’s leads to
reaching consent. She has also noted the perturbing reality of participation of consultants
“into the inner sanctum of government” (p. 14). She counter argues that if marketing
concepts are applied to politics, it will become more democratic. Political marketing can
result in making political parties and candidates more knowledgeable of the needs of the
public through improvement in information flow from public to politicians and vice versa.
Thus, Scammell (1995) concludes that “‘political marketing’ provides a rational way for
parties or candidates to behave in conditions of competitive mass democracy”. O’
Shaughnessy, (2001) has argued that due to permanent campaign, political marketing plays
the pivotal role in policy making. This means that political marketing is not merely the run
up campaign rather it is of strategic importance (Smith & Hirst, 2001; Lees-Marshment,
2001).
Aamir Zamir Kamboh, Yasir Kamal, Qasim Ali Nisar, Muneeb Ahmed Kamboh. (2018) Kartarpur Corridor: A New Role for Political Marketing, Journal of Indian Studies, Volume 4, Issue 2.
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