Dhumal releases ‘Political Marketing in India’ authored by Dr Arun Kumar



Shimla: Himachal Pradesh Chief Minister Prem Kumar Dhumal  on Thursday released ‘Political Marketing in India’, a book authored by senior bureaucrat Dr Arun Kumar.  ‘Political Marketing in India’ contains valuable information with regard to the value of ‘vote’ in the democratic system of governance and the methods adopted by different political parties to woo their electors to support their ideology. Besides retaining the original empirical structure of the election process latest US Presidential Election and UK elections find mention in the book in addition to the ensuing Parliamentary Elections in India. Electioneering issues have been scrutinized in depth by the research scholar besides the role of media and political personalities. Findings reveal that the identified gaps enable the political parties to improve the focus and result in more efficient economics and more fruitful outcomes of political campaigns.

The book also analyses the electors psyche and factors responsible for convincing him to vote in favour of particular political party. The author finds that the process of political marketing is already in practice and American Presidential Election is termed as the theatre of marketing techniques, incidentally all the democracies in the world have borrowed the same from American system. The recent elections in United States adopted the original Indian campaigning practice of personal contact with the electors. It is believed that the political consultancy is likely to become the second largest consultancy in the world in coming 25 years wherein technological advances and tested management techniques will be used more frequently to win the elections by particular political ideology.

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