Prof. Prem Kumar Dhumal, Chief Minister Himachal Pradesh, released ‘Political Marketing in India’ book authored by senior bureaucrat of the State Dr. Arun Kumar at a function here last evening. The publication is most likely to be the First Doctorate in India in the Faculty of Management and Commerce in any of the Universities of the country. Dr. Kumar has many a publications to his credit.
‘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.