This paper explores the evolving domain of political marketing, a field that extends beyond communication methods and public relations, encapsulating activities that influence the political behavior of parties and individual candidates. Drawing on theoretical frameworks and methodologies, we explore the application of marketing mix theory (product, price, place, promotion) within this political context. The focal point of our research is an in-depth examination of the political marketing strategy employed by Greek political parties during the Greek parliamentary elections of June 2023.

The analysis scrutinizes the strategic patterns used in terms of selecting promotion tools, prioritizing political agenda issues, and focusing on the candidate versus the party. This involves advanced multivariate analysis methods such as Cluster Analysis, Multiple Correspondence Analysis, and Principal Component Analysis, which are utilized to detect and analyze in a comparative perspective the different strategies of the candidates and the parties in the Greek parliamentary elections of 2023. Moreover, the analysis focuses on how parties incorporated the newly implemented simple proportional representation system into their marketing strategies and their pre-electoral campaigns.

Our data is derived from various sources including newspapers, mass media (TV, radio), and social media, allowing us to scrutinize the political product (party program and candidates), the 'price' (the voter's vote), the distribution strategies and promotion activities at both local and national level. Furthermore, we explore the relation between candidate profiles, their political marketing strategies, their political characteristics, and their probability of being elected or not.

The paper suggests ultimately that political and electoral competition pivots on three pillars—candidates, parties, issues—which interact within the institutional framework as configured by the electoral law. This research bridges the gap between political marketing strategies, electoral systems, and their impact on campaign success, contributing significantly to the independent scientific scope of political marketing.