Understanding Indian Political Parties Through the Lens of Marketing Management

Abstract

This chapter identifies and develops an understanding of various nuances and the synchrony between the concepts of marketing management and usage by political parties while electioneering. The chapter also evaluates various political marketing models and has developed a comprehensive model to better understand its applicability in an Indian context. It is based on substantial literature review to develop a holistic understanding of Political Marketing and Models of Political Marketing. A Case study of the Bharatiya Janata Party is used to evaluate the proposed model. This chapter adds insight from the Indian viewpoint on existing literature concerning political marketing models.