Abstract
The 1992 presidential election was special because it used the most sophisticated marketing techniques found in the commercial marketplace. Techniques used to market products to consumers were used to market the candidates to voters because of competitive pressure. It was really a new era in politics in 1992, with candidates appearing on late-night television shows dominated by celebrities; technological advances which were used for direct marketing, database marketing, polling, fund-raising and teleconferencing; the appearance of focus groups; and the growing importance of consultants. What really distinguished this campaign from the others was the talent and great skillfulness with which the Clinton organization was able to follow the marketing concept. The Clinton campaign staff understood that people wanted change and were concerned about the economy.
