Improving Political Marketing Strategies to Enhance Electoral Performance for Moroccan Political Parties

Abstract

Introduction: This study aims to understand how political marketing strategies adopted by political parties in Morocco can improve electoral performance.
Methodology: The paper uses a qualitative study approach based on multiple case study research methods examining three political parties and validating three criteria categories. A contextualization study based on exploratory and desk research was conducted to explore and frame the context. The thematic analysis applied to the responses from the two qualitative studies (exploratory and descriptive).
Discussion: The findings of this study highlight the need for the essential use of political marketing to improve political performance. In our context, political marketing is an ethical alternative to fanatic discourse, clientelism, and corruption that, unethically, strongly influences voters. Some political parties unconsciously use political marketing tools; the electoral results of those who do so are more satisfactory than those who do not.
Conclusion: This study explores political marketing in a new context. It also contributes to the literature and attempts to assess the effectiveness of political marketing tools in the Moroccan context.