Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/1313
Full metadata record
DC FieldValueLanguage
dc.contributor.authorPrasad Begde-
dc.date.accessioned2023-09-25T14:24:49Z-
dc.date.available2023-09-25T14:24:49Z-
dc.date.issued2011-
dc.identifier.urihttp://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/1313-
dc.description.abstractAfter 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 approach". 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.en_US
dc.language.isoen_USen_US
dc.publisherIndian Journal of Marketingen_US
dc.subjectMarketingen_US
dc.subjectPoliticsen_US
dc.titleMarketing in Politics: Case of Congress and Bharatiya Janata Partyen_US
dc.typeArticleen_US
Appears in Collections:Article Archives

Files in This Item:
File Description SizeFormat 
Marketing In Politics-Case Of Congress.pdf
  Restricted Access
Marketing In Politics-Case Of Congress1.81 MBAdobe PDFView/Open Request a copy


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.