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Johns Hopkins University
Abstract This review identifies specific articles and literature that provide insights into the history of and correlations between current political and corporate campaign strategies. The findings suggest that corporations should and do adopt some of the more refined campaign techniques used by political entities and that scholarly attention should be expanded to include more extensive reviews of corporate requirements in this area. The overarching goal of this study is to: (1) convey the history of both corporate and political marketing strategies, (2) summarize where political and corporate marketing constructs diverge, and (3) demonstrate the increasing converging entanglement of corporate and political marketing campaign tactics. This examination particularly highlights the more advanced methodologies utilized by campaign teams to galvanize the passions of the masses. While those in the political arena have accumulated considerable experience with these methodologies, corporations have made less use of certain types, and have, thus, failed to reap the benefits of their advanced techniques. The strategic parallels these institutions have shared for promoting acceptance and growth deserve intense analysis and reflection to determine how the tactics peculiar to their structures can be optimized to promote the success of each individually and both collectively. From the British East India Company’s take on lobbying to the corporate marketing campaigns of Bud Light, Chick Fil A, Delta, and Target, corporations and political factions have assumed vital roles in the development and continuing existence of our institutions, both public and private. This review will consider how the evolution and impact of societal sways have both informed and molded campaign strategies in both sectors. As a result, this analysis will, hopefully, help fill the void of academic information that is available in this area. Additionally, this examination will identify the parallels that exist between how the government achieves support of the population on the one hand with how corporations reel in clients on the other, (e.g., lobbying, PAC fundraising, targeting, messaging, third-party activists, and storytelling). This study will then concurrently seek to address insufficient research as relates to the importance of polling a population to assess the impact of corporate campaign messaging.
Grassroot, geo-fencing, data, woke, political, corporate