The power of Political Marketing in elections: the art of shaping minds

Abstract

The  end of the production era and the beginning of the market-oriented era creates room for the emergence of marketing, which aims to bring multiple benefits to both consumers and companies themselves. In the political contexto, it was found that it did not differ much from the business environment. In this sense, political marketing arises with the same purpose: to understand and satisfy the needs of the population by promoting a favorable image of the political actor.

I used the Portuguese legislative elections of 2022 as a case study. Therefore, I aim to analyze the role of political marketing in the election results through a current pratical case, in a world where digital begins to dominate and influence the way we manage the marketing strategies used.