The purpose of this study is to explore the application of relationship marketing to politics in the Scottish political arena. Exploratory expert interviews were used as the basis of inducing the relevant marketing issues to be addressed. The thesis contributes to the body of political marketing knowledge by focusing particularly on relationship marketing, market segmentation and voters' motivations. Exploratory interviews, semi-structured interviews and focus groups were subsequently used to investigate these issues with relevant academics, politicians, political campaign managers, political activists and the electorate in Scotland.