Political Marketing and the Exchange Value Concept

Rachin Suri, Priyanka Ranga


The widely acknowledged term of customer value has served as an important base for making commercial marketing decisions. The exchange consideration has been a ground on which the decision building of marketing has been built. The paper aims to address the comparison on voter value to consumer value in the exchange process. The methodology adopted for the purpose has been a critical review of literature related to customer value in political marketing followed by a primary data analysis. The two stage method for the analysis has been adopted. The paper concluded that the Voter value has to be delineated for helping make an effective political marketing strategy as the grounds with customer value are not analogous.



Customer Value, Political Marketing, Exchange value, Marketing Strategy.


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