The Role of Marketing in Politics

ABSTRACT

Political marketing is an exciting new area. Research produced over the last decade has been pioneering in showing the applicability of marketing to politics. However, this article argues that the field now needs to move in a different direction if we are to reach political marketing's full potential. Political marketing needs a comprehensive approach: it can be applied not just to party-electoral behaviour but also legislatures, local government, the media, and public services, with both concepts and techniques from marketing, and an understanding from political science literature as well as management studies. The article, therefore, maps out the route to be taken to reach the end of the rainbow and the pot of gold that the political marketing field potentially offers.     

Political Marketing

ABSTRACT

Political marketing is a relatively new approach to analysing political activity that draws upon management marketing assumptions to describe political behaviour. These assumptions are explicitly grounded in neoclassical economic assertions about behaviour. In political science these assumptions are utilised by orthodox rational choice theory. Thus, political marketing can be located within this perspective. Rational choice provides a series of analytic models through which ontological implications can be derived, and predictions made. Yet, the political marketing approach seeks to build upon orthodox rational choice accounts, by introducing a normative element to this perspective, prescribing the internalisation of these assumptions in order to achieve the desired objective. Further, this normative aspect claims that the adoption of marketing improves the democratic process. However, rational choice is an analytical ‘toolkit’ which does not seek to make normative claims. Indeed, normative arguments are inconsistent with rational choice, which seeks to provide a scientific, value-free approach to political analysis, and, consequently, the analytical and normative aspects of political marketing need to be rendered explicit and such normative aspects challenged.     

Marketing in Emerging Market Economies

This paper presents a literature review on the marketing concepts and strategies applied in the emerging economies. The focus of the research was the stage of development and the application of marketing principles in emerging economies, with an emphasis in specific countries, cultures and industries concerned. Issues such as marketing research and its implementation, marketing opportunities, role of distribution channels and communications, marketing strategies and policies in different cultural contexts, marketing specifics compared to developed countries and marketing in specific industries, were reviewed. It was concluded that emerging markets represent a huge opportunity for local and multinational companies. It was also proved that the marketing in general in these countries remains underdeveloped compared to Western countries of established market economies. Despite the fact that emerging market economies represent group countries with same features in some sense, a specific country and industry approach as far as marketing concerns was suggested.     

Relationship Marketing and the Political Process

Abstract

This paper attempts to apply Relationship Marketing Theory to the political arena. Contrasts between traditional Management School of thought and the Relational School are drawn. A typology of political relationships is induced from primary ethnographic research. Relationships are a fundamental asset of an organisation. Political parties need to acknowledge the importance of nurturing and developing a variety of relationships as a long-term strategic imperative. Crucially, relationships are predictive of behaviour and are less likely to volatile swings (Gordon, 1998). With voter volatility and electoral inactivity increasing, enhancing and developing mutually beneficial relationships with supporters and potential supporters appears appealing. Relationships are fluid and dynamic rather than being static. Relationships can develop and become stronger or they may then erode and weaken. However, as long as the relationship remains above a critical threshold, transactions may continue. A critical incident may occur that causes specific behavioural changes that will affect the nature and level of electoral transactions. These critical incidents can be either positive or negative and may have an impact on relational development or erosion.     

Travelling with vehicular ideas: The case of the third Way

In all the various debates around Anthony Giddens's Third Way sequence, few attempts have been made to characterize its logic and impact as a type of discourse, a certain mode of ideas-work. The first dimension of this paper involves deploying Thomas Osborne's categories to depict the Third Way as a ‘vehicular’ idea, with the intellectual style of Giddens himself correlatively framed as that of a new sort of ‘mediator’. In these terms, the essential inclusiveness and indeterminacy of the Third Way series of texts is illustrated, and the issue of what counts as ideas ‘success’ in the vehicular mode is broached. Second, in line with the inherent mobility of vehicular ideas, I identify the keynote shifts in Third Way thinking over time, including the sociological register that it occupies, its pragmatism and its relationship to New Labour politics. In a third phase, the article takes up questions about the role of the critical intellectual today and the practical, though not theoretical, recovery of ‘ideology-critique’ in appraising ideas like the Third Way. The scope and limits of the very notion of ‘vehicularity’ itself are central to this discussion.     

Political Marketing Matters

ABSTRACT

The effects of political marketing are difficult to measure. This article contends that “multi-dimensional case analysis”-i.e., the comparison of similar elections across demographic levels and across time-can reliably assess the impact of political marketing on campaign outcomes. A multi-dimensional examination of Congressman Harold Ford Jr.'s sophomore surge demonstrates the potential impact of candidate positioning. Specifically, the congressman's shift to the center of his Memphis, Tennessee, constituency significantly enhanced his electoral performance. This substantive finding carries a methodological lesson: the evaluation of marketing effects is greatly improved through the use of a tightly structured research design that employs, not large-scale statistical analysis or controlled field experimentation, but in-depth, case-by-case investigation.     

Political Marketing

Abstract

This paper examines the emerging practices and literature of what has been termed ‘political marketing.’ It attempts, through an investigation of underlying theoretical frameworks, to shed light on the impact and implications of this ‘new’ phenomenon. Specifically, it examines whether the above mentioned practices can rightfully be seen as transforming political parties into professional market-oriented organizations, as has been claimed in some recent academic studies. It does so by introducing and examining an increasingly strong-positioned marketing paradigm, services/relationship marketing. This paradigm's focus on the organizational perspective of marketing is discussed as is its applicability to analysis of politics and democracy. Furthermore the paper links this discussion to the wider concern over the ‘crisis in democracy’ resulting from a decline in civic engagement, decreasing voter turnouts and declining party-membership.     

房地产营销价值分析

本文从案例分析入手,对房地产开发的营销价值进行再认识.在分析房地产商品的营销价值因素的基础上,构建中国房地产商品的营销价值评价指标体系,为改进政府宏观管理、实现土地资源的集约经营与可持续开发、创造更多的社会财富提供理论依据.     

城市价值的营销学思考

本文探讨了城市价值的构成,提出营销的过程实际表现为城市价值循环往复的实现过程。在构建及论述城市营销动力系统概念模型的基础上,本文还深入分析了城市价值的发生和运行机制,并得出城市价值最大化是城市营销的终极目标等结论和启示。     

Political Marketing and Professionalized Campaigning

Abstract

During the last decade a number of scholars have argued that political campaigning has become professionalized, and that political marketing has become the new dominant campaign paradigm. However, the conceptual relationship between political marketing and the professionalization of political campaigning is unclear. Furthermore, the distinction between political marketing, market orientation, and marketing techniques is often blurred. At the same time, most of the literature is dominated by either an American or British perspective. This makes it unclear as to whether these concepts should be viewed as general concepts, or as concepts relevant primarily for countries that share some specific set of political institutions.

In this backdrop, the purpose of this article is to analyze (1) the conceptual relationship between political marketing, market orientation, marketing techniques, and professionalization of political campaigning, and (2) whether contemporary concepts of political marketing and the professionalization of political campaigning are equally applicable to all modern democracies regardless of, for example, political system and other country-specific factors. It also outlines a theory of strategic party goals for multiple arenas.     

农村公共文化服务体系建设要走出的思想误区

近年来,农村公共文化服务体系建设日益受到关注,各地纷纷加大建设力度,但是当前仍存在投入不足、结构不合理、供不应求、供非所求、资源浪费、缺乏监督、管理混乱等问题。还有些领导干部借此大搞政绩工程,不仅浪费资源,损害农民文化权益的实现,还影响政府的公信力。造成上述问题的一个深层原因是思想认识上存在不足,要找到解决问题的对策,必须走出思想误区,树立正确的认识。     

Theory and Concept Development in Political Marketing

Abstract

In this article we argue that the state of theory and concept development in political marketing needs to be related to several epistemological as well as topical themes and issues. Seven meta-theoretical issues are discussed with regard to current theoretical position of political marketing research and some initial recommendations are made on how these issues can be developed further. The second part of the article focuses on topical aspects of theory and concept development in political marketing and highlights nine themes for further research. These themes of political marketing are singled out because of their characteristics which show them to be significantly distinct from commercial marketing practice, and therefore need more careful modelling in concepts and theories of political marketing.     

State and Territory Government Strategic Plans: Exercises in Managing,Monitoring and Marketing

All but three of the Australian States and Territories have whole‐of‐government, jurisdiction‐wide strategic plans in place and the three exceptions had previously established a state plan in the decade after the first such plans were introduced by Tasmania and Victoria in 2001. Scholarly attention to date has been directed towards discrete aspects of state plans, such as the extent to which they can be seen as exercises in participative democracy or sustainability, rather than with examining state plans for what they explicitly purport to be – strategic plans originating in the core executive of government. We propose that there are three key strategic orientations for Australian state plans: to holistically manage, monitor and market government administration. These orientations may be competing, complementary or overlapping, and can vary over time. The article also proposes that state plans are a significant development in public management and warrant further and more detailed examination.     

国际市场营销案例教学法探索

本文结合当今学生的特点,分析了中职学校国际市场营销课程所面临的一些问题,并探讨了在案例教学法的实施过程中,如何建立完善的案例教学素材库并提高教学有效性。     

Conceptualizing Usage in Voting Behavior for Political Marketing: An Application of Consumer Behavior

Political marketing has borrowed and adapted many terms from mainstream marketing, such as image management (segmentation, targeting, and positioning) and consumer (voter). In marketing, the terms “user” and “usage” have been established, yet their application to political marketing is less clear. This paper analyzes the feasibility and usefulness of usage in the political context. Drawing from the literature on usage, a model is developed and applied to four voting environments: Britain, Australia, Russia, and Belarus. One critical factor that emerges is the concept of choice, whereby the voter may chose to indicate their preference for one party yet be forced to use a different party as chosen by collective choice. Another issue is the potential for habitual voting behavior to limit decision making. It is concluded that usage needs to be contextualized specifically for political marketing.     

Forming Political Culture and Marketing Strategies in a Central-European Setting

ABSTRACT

Having analyzed the different strategies used in the 1998 and 2002 parliamentary election campaigns with reference to the 1990 and 1994 campaigns, we can conclude that the Hungarian election conventions and culture are still in a state of experimentation and exploration. In contrast with American election traditions, in Hungary, not the individual (with the exception of the Alliance of Young Democrats), but the party image is what counts, though, in this respect, considerable changes could be observed during the last few years. The Hungarian political palette is much too fragmented, and this sets a barrier to the necessary desire for creating a suitable forum for the debate of the party leaders and for the declaration of party politics. At present, the party programme reaches the citizens just in implicit, hidden, often symbolic forms of messages.

While the symbols of the left-wing parties were sketchy, unskillful, too rational, and not giving much space for emotional influence, the right-wing parties gave too large of a dose of different symbols, which were emotional rather than rational. This lack of balance made the campaigns superficial, irrational, sometimes misleading, and abnormal. This feeling of abnormality was strengthened by the fact that the overdose on the part of the right wing was not limited to the campaign period, but the emotional shocking started much earlier. The state of excitement, which was spread in time, actually started in the spring of 1998, and even if there were fluctuations, the general mood of the last four years was characterised by the dug-out hatchet. The political opinion of the Orbán party was clearly expressed by their metaphors. The message of the sentences like 'it is more than change of government, less than change of regime,' 'attacking on the whole field,' 'we change the telephone directories,' etc., was unambiguous: combative four years are coming. During their campaign, 'setting up a record' was realized between the two rounds after the failure in the first round and was still going on showing the election failure, which came about in democratic circumstances (Galló Béla, 2002, 93).

One could hardly judge the effectiveness of agenda building, though some of the crucial social questions appeared as cue words and sentences in the mediated messages of parties (for example, family, health care, education, joining the European Union). Hungarian campaigning, compared to the American presidential election campaign, is colorless and rife with technical and rhetorical errors, and it is a competition without any coherence where the citizen is very often just a means of, but not the goal in, the struggle of the parties.     

Political Marketing Research in the 2000 U.S. Election

Abstract

It is not news that polls and other forms of marketing research are regularly employed to craft political strategy. What is new is that the 2000 U.S. election represented a turning point where political marketing research seems to take center stage. The print and broadcast media employed polls and other forms of research at levels far beyond anything ever seen before. At times, it appeared as if almost as much attention was being given to polls as was being given to the political candidates and the issues. This was clearly a new and important posturing of the role of political marketing research. With this as a backdrop, the current article compares polls and other forms of political research-focusing on what went wrong and what was right in terms of the use of polls, focus groups and Internet research during the 2000 U.S. election. The article ends with the presentation of some exploratory research that examines insights about respondents' opinions regarding the impact of political polls.