Political Marketing Campaign

Catalina-Gabriela BELGIU (CUREA), Iuliana CONSTANTIN

Abstract


In this article I am referring to political marketing campaign and digital tools as follows:

Research. The research is about the process of collecting valuable information on voters, opposition, and trends. This provides the fullest possible picture of voter behavior;

Data integration: Data sources are combined in order to provide a rich, holistic view of voter behavior. Correct data is the starting point for finding, understanding, and persuading people to vote a certain way;

Audience segmentation: This segment the electorate into distinct audiences using predictive analytics, a form of artificial intelligence that takes into account the behavior conditioning of each individual to create informed forecasts of future behavior. That shows the electorate most likely to respond to the messages and how they might behave in future;

Evaluation is the latest tool and treats the improvement in candidate’s performance which is being measured and analyzed during and post-campaign. 


How to cite: Belgiu (Curea), C-G., & Constantin, I. (2017). Political Marketing Campaign. Logos Universality Mentality Education Novelty, Section: Political Sciences and European Studies, IV(2), 25-32. DOI: https://doi.org/10.18662/lumenpses.3



Full Text:

View PDF

References


Andreason, A.R. (1994). Social Marketing: Its Definition and Domain. Journal of Politic Policy & Marketing, 13(1), 108-114.

Arndt, J. (1983). The Political Economy Paradigm: Foundation for Theory Building in Marketing. Journal of Marketing, 47, Fall, 44-54.

Baines, P.R., & Egan, J. (2001). Marketing and Political Campaigning: Mutually Exclusive or Exclusively Mutual?. Qualitative Market Research: An International Journal, 4(1), 25-33.

Butler, P., & Collins, N. (1999). A Conceptual Framework for Political Marketing. In B. I. Newman (Ed.), Handbook of Political Marketing, Sage, Thousand Oaks, pp. 55-72.

Day, G.S. (1992). Marketing’s Contribution to the Strategy Dialogue. Journal of the Academy of Marketing Science, 20(4), 323-329.

Dean, D., & Croft, R. (2001). Friends and relations: longâ€term approaches to political campaigning. European Journal of Marketing, 35(11/12), 1197-1217. https://doi.org/10.1108/EUM0000000006482

Hunt, S.C., & Lambe, C.J. (2000). Marketing’s Contribution to Business Strategy: Market Orientation, Relationship Marketing and Resource-Advantage Theory. International Journal of Management Reviews, 2(1), 17-43.

Kotler, P., & Kotler, N. (1999). Political Marketing. In B. I. Newman (Ed.), Handbook of Political Marketing, Sage, Thousand Oaks, pp. 3-18

Kotler, P., & Levy, S.J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33, pp. 10-15.

Lees-Marshment, J. (2001). Political Marketing and British Political Parties, Manchester University Press, Manchester.

Levy, S.J. (2002). Revisiting the Marketing Domain. European Journal of Marketing, 36(3), 299-304.

Marland, A. (2003). Political Marketing: The Good, the Bad, and the Ugly. Paper presented at the 2003 Political Marketing Conference, London, Sept.

Mudde, C. (2004), The Populist Zeitgeist. Government and Opposition, 39, 541–563. https://doi.org/10.1111/j.1477-7053.2004.00135.x

Newman, B.I. (1994). The Marketing of the President. Thousand Oaks: Sage.

O’Shaughnessy, N.J., & Henneberg, S.C. (2002). Introduction. In N. O’Shaughnessy and S.C. Henneberg (Eds.), The Idea of Political Marketing, Praeger, Westport, pp. 209-220

Scammell, M. (1999). Political Marketing: Lessons for Political Science. Political Studies, 47, pp. 718-739. https://doi.org/10.1111/1467-9248.00228

Stanley, B. (2008). The thin ideology of populism. Journal of Political Ideologies, 13(1), 95-110. https://doi.org/10.1080/13569310701822289


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Copyright © LUMEN PSES | A LUMEN Peer Reviewed Open Access Journal