The document discusses the concept of relationship marketing in the political context and analyzes whether the Rudd Government in Australia uses principles of relationship marketing. It provides an overview of relationship marketing, which focuses on establishing, maintaining and enhancing long-term relationships with customers. It also discusses how relationship marketing involves calculating customer lifetime value and potentially excluding low-value customers. The document then analyzes whether the Rudd Government demonstrates hallmarks of relationship marketing like keeping promises, cross-selling policies and relying on word-of-mouth, and finds that some relationship marketing principles are present in the government's actions but that the practice is not entirely appropriate for government which should not exclude voters based on lifetime value.

1. Political marketing During Office The unresolved question of voter relationship marketing Dr Stephen Dann School of Management, Marketing and International Business, ANU

6. Is the Rudd Government using relationship marketing?

7. Analysis 1 non-campaign promise policy initiatives Yes Ability to cross-sell products once the relationship is established Credibility of interpersonal messages ahead of party political statements Yes Word of mouth is important Declining party loyalty swinging voter populations Yes Brand switching is common, but can be prevented or minimized Multi-party political system Yes There are alternatives in the market. Voters elect the government through selective support of political parties Yes customer controls the selection of the service supplier Election cycles Yes ongoing or periodic desire for the product or service How Present RM Condition

9. Analysis 2: Tag Cloud

10. Recoded Cloud

14. Supervised Ontology Commitment and the Budget Speech

15. Commitment

16. Is there a problem?

18. Questions?