POLITICAL MARKETING: HISTORY OF FORMATION, CONCEPTS, DEFINITIONS
( Pp. 28-31)
More about authors
Avdoi Joni T.
soiskatel
Institute of Socio-Political research - Branch of the Federal Center of Theoretical and Applied Sociology of the Russian Academy of Sciences (ISPR FCTAS RAS)
Institute of Socio-Political research - Branch of the Federal Center of Theoretical and Applied Sociology of the Russian Academy of Sciences (ISPR FCTAS RAS)
Abstract:
The topicality of this article is caused by the high abundance of political marketing in political practice, the lack of study of this phenomenon in the political theory. The purpose of this article is to study the history of political marketing formation by means of political analysis, to identify its essential characteristics within the framework of variable concepts. Thus, the author, in particular, has revealed that the phenomenon, which now is commonly called the political marketing, - is, most likely, a British invention dated 1920, when the methods and ways of commercial marketing were introduced into the political sphere of the system of public relations. The author gives prominence to the so-called solidarity model among the concepts of political marketing, representing this type of marketing as a means of integration of various group and individual interests to achieve the common good. Based on this approach, the political market is the sphere of interaction between different political forces, allowing them to develop common political attitudes and values through the mechanism of political supply and demand. The author convincingly argues that the concept of political marketing is multifaceted. And this, in turn, determines the formation and development of at least four concepts of political marketing, namely: - improvement of political production/product; - intensification of political efforts; - authentic political marketing; - socially responsible political marketing.
How to Cite:
Avdoi J.T., (2019), POLITICAL MARKETING: HISTORY OF FORMATION, CONCEPTS, DEFINITIONS. Sociopolitical Sciences, 6 => 28-31.
Reference list:
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Menon Sudha Venu. Political marketing: A Conceptual framework. - ICFAI Business School, Ahmedabad. - 7 December 2008 Elektronnyy resurs . - Kod dostupa: https: //mpra.ub.uni-muenchen.de/12547/1/. - Data obrashcheniya: 02.12.2019.
Il icheva L.E. Upravlenie kommunikatsionnymi protsessami v organizatsii sredstvami PR //Sotsiologiya i sotsial naya politika. - 2011. - №5(71). - S.73-81.
Nedyak I.L. Politicheskiy marketing. Osnovy teorii. - M.: Izdatel stvo Ves mir , 2008. - 352 s.
Pokrishchuk D.V. Politicheskiy marketing: k voprosu o nekotorykh aspektakh rossiyskogo i zarubezhnogo opyta //Izvestiya Rossiyskogo gosudarstvennogo pedagogicheskogo universiteta imeni A.I.Gertsena. - 2008. - №1(82). - S.284-289.
Razin A.V. Politicheskiy marketing kak sposob organizatsii sistemy politicheskikh otnosheniy //Filosofiya i obshchestvo. - 2016. - №2(79). - S.90-95.
Frants V.A. Politicheskiy marketing: uchebnoe posobie /Ministerstvo obrazovaniya i nauki Rossiyskoy Federatsii, Ural skiy federal nyy universitet. - Ekaterinburg: Izdatel stvo Ural skogo universiteta, 2017. - 92 s.
Kelley Stanley. Professional Public Relations and Political Power. - Johns Hopkins Press, 1956 - 247 p.
Lees-Marshment J. The marriage of politics and marketing //Political studies. - 2001. - No.49(4). - R.692-713.
Lock A., Harris Ph. Political marketing - vive la diff rence //European Journal of Marketing. - 1996. - No.30(10/11). - R.14-24.
Menon Sudha Venu. Political marketing: A Conceptual framework. - ICFAI Business School, Ahmedabad. - 7 December 2008 Elektronnyy resurs . - Kod dostupa: https: //mpra.ub.uni-muenchen.de/12547/1/. - Data obrashcheniya: 02.12.2019.
Keywords:
marketing, political marketing, elector, image, candidate, competition, manipulation, party, politician, program, product.
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