What marketing can learn from politics

This article argues that companies can learn from the political model of campaigning and the research that backs it up.

What marketing can learn from politics

Joel LevyPenn Schoen & Berland

In today's world, companies increasingly find themselves under similar pressures and scrutiny as politicians. To win in these circumstances, political strategists developed a new kind of research to drive a new kind of campaign. Companies that can adopt and adapt this 'political model' are likely to be those that win in the future.

Philip Gould, one of the key architects of the communications revolution that led to New Labour, and someone I worked with for over five years and through two general elections, always described politics as a...

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