Case Study of Marketing Strategies of a Mayoral Election Campaign in Taiwan

Abstract In an election campaign activity, the four Ps of marketing - product, place, price, and promotion - can be applied to examine a candidate’s attack and defense. What can be learned from applying the four Ps of marketing to the results of previous Taichung mayoral elections? This section sets forth the research background and motivations, defines the study’s scope, states the study’s limitations, and outlines the study’s value. JEL classification numbers: M310. Keywords: Marketing strategy, Four Ps of marketing, Election marketing.