The Sage Handbook of Political Marketing

The Sage Handbook of Political Marketing is a comprehensive resource that introduces the theory and practice of political marketing in a global, yet simultaneously localized, world.The practice of political marketing has evolved significantly during the 20th and 21st centuries, adapting to the rise of mass media, marketing communication, advertising, and the web.Traditionally dominated by US, European, and Australasian scholars, the field has up-to-now emphasized the Americanisation and professionalisation of campaigning styles. Since the start of the new millennium, however, political marketing has transformed into a data-driven, specialized profession.With increasing digitalisation and the advent of AI, political marketing involves personally targeted, evidence-based messaging with real-time engagement and sentiment analysis.This approach is not limited to democratic regimes but is also widely adopted by authoritarian states worldwide. The handbook addresses the global perspectives o