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Abstract
Political marketing is the application of marketing principles and procedures in political campaigns by various individuals and organizations. To win the election, candidates need to understand the market, they are voters and their basic needs and aspirations that want candidates to represent. To fight and goal their aspirations, they establish groups as their streght. Interest groups handle an important role in democracy, even interest groups are more influential in making decisions than formal decision-making institutions. Learning from presidential elections in America and Britain provides important lessons for the field of political communication. The presidential candidate who won the presidency cause targeting women’s voters and fighting for gender issues. That is because the number of woman voters is quite large and they tend to be more loyal to their choices. The elected president uses good strategy and public opinion according to interest groups and gender differences. In Indonesia, the president-vice president candidate also targeting women's voters with various narratives, strategies and action programs
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References
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References
King, Anthony. Why Labour Won-at Last. New Labour Tiumphs: Brittain the Polis. (New Jearsy: Chantam House Pub. Inc, 1997).
Banks, Olive. The Politics of British Feminism 1918-1970. (England: Edwar Edgar, 1993).
Sari, Dewi Laila. Gerakan perempuan, Modernisasi dan kepemimpinan Tony Blair dalam Partai Buruh dalam meningkatkan representasi politik perempuan di Majelis Rendah Inggris pada pemilu 1997. (Depok: Universitas Indonesia, 2002).
Granshaw, L. Lessons from America. Women Liberal Democrat News. (London: March, 1997).
Haryanto. Sistem Politik: Suatu Pengatar. (Yogyakarta: Liberty, 1982).
Lovenduski, Joni. Sexing Political Behaviour in Britain dalam Sylvia Walby. New Agendas for Women. (Great Britain: Antony Rowe Ltd, 1999).
Lovenduski, Joni & Pippa Norris. Gender and Party Politics: Sexing Political Behavior in Britan. (Britan: Biddles ltd Guildford, 1993).
Newman, Bruce I. Handbook of Political Marketing. (USA: Sage Publication, 1999).
Millet, Kate. Women and Politics, an International Perspective. (Chicago: University of Chicago Press, 1987).
Norris, Pippa. Gender Generation Gap. Dalam Geoffrey Evans & Pippa Norris (eds), A Critical Election? Understanding The 1997 British Election in Long Term Perspective. http//ksghome.harvard.edu/~pnorris.shortstein.ksg/archive/gendergap.htm.
Norris, Pippa. Breaking the Barriers: Positive Discrimination Policies for Women Chapter 10 in Has Liberalism Failed Women? Parity, Quotas and Political Representation. Eds. Jyette Klausen and Charles S. Maier. (NY: St Martin’s Press, 2000).
Presler-Marshall, Elizabeth and Nicola Jones. Charting the future: Empowering Girls to Prevent Early Pregnancy. (London: Overseas Development Institute, 2012).