Perceptions of political marketing in Sweden: a comparative perspective

摘要: The political marketing academic literature is largely an Anglo-Saxon one, with the main European contributions coming from Ireland and UK. Comparatively little has been written explicitly about in Sweden. We offer a brief overview of key characteristics Swedish system, together commentary on apparent use Sweden drawing upon concepts developed American British literature. present results study perceptions local elections Norrkoping, middle-sized town 90,000. Firstly series structured interviews were carried out party leaders 5 largest parties journalists who report politics town. These included questions aimed at establishing their level understanding marketing. Secondly, two focus groups voters town, which exploration experience electoral campaigns. Perceptions Political Marketing Sweden: A Comparative Perspective