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Examines the historical role of marketing within the British electoral process. Based on historical research and drawing on a voluminous amount of documentary analysis, seeks to assess how and when marketing thinking and techniques first began to gain currency within the British Labour Party between 1918 and 1939. Demonstrates how Labour, an organisation traditionally regarded as being resistant to change, contained influential people keen to experiment with new campaign techniques and ideas.

“Selling socialism” ‐ The marketing of the “very old” British Labour Party