The ends justify the means: A global research agenda for political marketing and public affairs

• DOI: http://doi.org/10.1002/pa.1693
• Published date: 01 November 2017
• Date: 01 November 2017

EDITORIAL

The ends justify the means: A global research agenda for

political marketing and public affairs

Political marketing has developed into an increasingly mainstream discipline in universities globally over the last decade. There are many

schools of political marketing with different approaches, such as the North American approach, the Western and Eastern European perspec-

tives, and the Asian position. The study and application of political marketing has been categorised with different perspectives, such as elec-

toral, governmental, and international aspects. It is becoming increasingly evident that political marketing needs further classification like

any matured and established discipline. A close analysis of political marketing practices and academic research leads one to perceive two dis-

tinct areas of political exchanges in two different markets: the intranational market and the international market. The first deals with political

marketing at a local, district, municipal, state/provincial, and national levels. The second deals with political marketing across national borders.

As in the case of commercial marketing, international marketing became a major study field when marketing grew into a matured mainstream

discipline in the 1980s.

The practices of international political marketing can be seen every day

in the foreign relations of independent states for the fact that most

countries have a government department in charge, such as the State

Department in USA, Ministry of External Affairs, Foreign and Com-

monwealth Office, or Ministry of Foreign Affairs, as is evident in such

countries as the UK, France, China, and Russia, etc. Similarly, interna-

tional political marketing has been carried out daily in international

organisations, such as the Association of Pacific Economic United

Nations, European Union, and International Olympic Committees,

and etc. In the academic fields, a quick search online would lead to

the publications with titles such as The Marketing of Nations (Kotler),

Global Political Marketing, International Political Communication,

International Public Affairs, Soft Power and Smart Power, Public Diplo-

macy, Cross Culture Propaganda, International Crisis Management,

and NPO International Marketing. Numerous journal articles have

been published on the above mentioned subjects in relation to political

exchange in the international arena.

This paper focuses on public affairs as one of the critical manage-

ment functions that has emerged in the area and highlights the key

issues.

To found a great empire for the sole purpose of raising up

a people of customers, may at first sight appear a project

fit only for a nation of shopkeepers.It is, however, a

project altogether unfit for a nation of shopkeepers; but

extremely fit for a nation whose government is

influenced by shopkeepers.

–Adam Smith, The Wealth of Nations

Adam Smith's comments apply as much to the world and Europe

as they did in the 18th century to the UK as we have seen the

development of the world trading market, the internet, and global reg-

ulatory influence and power. The world is increasingly run by shop-

keepers and very full of customers.

Public Affairs is at the heart of Europe reflecting that it is the larg-

est developed consumer market in the world composing of over 40

national states and most of the key international businesses. Financial

systems, organisations, and regulatory bodies are based there. The

Headquarters of the European Union in Brussels which represents

the 28 member states of the EU has probably the largest concentration

of the public affairs industry in the world around it reflecting the fact

that its economy is approximately 25% of the world's GDP and it has

a geographically concentrated population of 500 million at the centre

of the modern world trade routes. In addition to this, the Eurasian Eco-

nomic Union (EEU), which represents the key former USSR states and

is headquartered in Moscow and members include Russia, Belarus, and

Kazakhstan totalling approximately 146 million citizens in what we call

Europe. Other states not in these economic zones include Iceland,

Norway, Ukraine, a number of smaller states, and of course Switzer-

land. Switzerland partially a result of its historic neutrality and central-

ity in Europe has become the home of the United Nations HQ, and

consequently is the base of the World Health Organisation, Interna-

tional Labour Organisation, International Telecommunications Union,

and about 200 other international bodies such as the World Trade

Organisation (WTO) and World Intellectual Property Organisation

(WIPO). The annual meeting of the World Economic Forum is held in

Davros, Switzerland, and brings together the top business and political

figures together to discuss critical environmental, health, and societal

issues that are impacting on the globe.

Thus, it can be seen that Europe is very much the key continent for

regulation, finance, and the development of standards across the

world, thus centres such as Brussels, Geneva, London, Moscow, Paris,

DOI: 10.1002/pa.1693

J Public Affairs. 2017;17:e1693.

https://doi.org/10.1002/pa.1693

Copyright © 2017 John Wiley & Sons, Ltd.wileyonlinelibrary.com/journal/pa 1of9