Assessing the Political Marketing Application in the Malaysian Political Scenario

摘要

Malaysian politic post 12th General Election, 2008 has become more unpredictable and more challenging. Political parties are facing with the group of voters that are very demanding and vocal in highlighting their issues and concerns. Malaysian politics becomes even a more interesting topic to research on. Thus, this paper aims to study the by-election in Malaysia that was conducted in the year 2009. The location of the research is in P059 Bukit Gantang, Perak. There are 13 states in Malaysia, and Perak is one of the largest state with 2,460,800 million people. The focus of this research is to analyze the application of the political marketing concepts by both parties contesting in the election, mainly the Barisan Nasional (BN) and Pan Malaysian Islamic Party (PAS). The application of the political marketing concepts use the model developed by Jennifer Lees-Marshment.