International political marketing: a case study of its application in China

Abstract

Abstract The practice of International Political Marketing can be seen increasingly in the foreign relations of independent states. A review of relevant Political Marketing and International Relations publications reveals close linkage between the two. Based on the review, this paper categorizes political marketing into three aspects: the election aspect, the governing aspect (permanent campaign) and the international aspect of political marketing. The focus of this study is on international political marketing which was defined based on the review. This paper then reports a case study of the utilization of International Political Marketing by the government of the People's Republic of China. It looks at the recent events of China's accession of the WTO in 2001, China's hosting of Sino‐African Summit in 2006 and the on going promotion of China's image of ‘Peaceful Development and Cooperation’. The paper advances the argument that practically all nation states and international organizations apply International Political Marketing to both their strategic planning as well as conduct of day‐to‐day affairs. The paper concludes that there is a great demand both at a theoretical as well as practical level for International Political Marketing, requiring further study. Copyright © 2007 John Wiley & Sons, Ltd.