Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-January2011-Article5-Marketing In Politics : Case Of Congress And Bharatiya Janata Party
- Price : 80.00
- Published on January 2, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
After winning the central election in 2009, Congress got majority in three states. This paper briefly describes the well designed STP approach in marketing used by the congress party. The paper will also describe the Image building, youth factor, Promotion and product design of congress party by the Gandhi Family. Rahul Gandhi’s political goals (right, left or center) don't really change the reality that marketing in politics is changing forever. The idea of a youth factor and “near to everyone approachâ€. Bharatiya Janta Party (BJP) used its online campaign 'Bloggers for Advani' and SMS. They earlier launched a blog and massive online advertising campaign to create awareness about the Prime Minister Candidate. Such skepticism on the importance of the internet in Indian politics has valid reasons, given that less than 5% of Indians have internet access. The article also portrays BJP’s previous promotion campaign “Feel Good†and “India Shining†of BJP used in 2004’s election. But the campaign flopped because of opposition attack and used India’s reality -Poverty, unemployment etc. The article also compares BJP and Congress party on their communication campaigns.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.