Contribution to Book
Pearson/Allyn & Bacon
Social Marketing: Promoting the Causes of Public and Nonprofit Agencies
Alexander Haig, Jr., a 1988 presidential hopeful, remarked, concerning campaign politics: "I have learned the secret of life--it's in marketing" (1986). The emergence of marketing in non-business organizations, so well documented in recent writings, is accented by its ascendancy in politics (Laczniak and Caywood 1987; "Four More years" 1985; Mauser 1983; Rothschild 1978). Any campaign manager interested in applying orthodox marketing principles to his or her craft will find the use of marketing techniques in the political sphere particularly instructive.
Caywood, Clarke L. and Laczniak, Gene R., "The Marketing of Political Candidates: Current Tactics and Future Strategies" (1989). Marketing Faculty Research and Publications. 202.