Wyspecjalizowane agencje marketingowe w działalności rynkowej krajowych organizacji politycznych
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Date
2012
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Wydawnictwo Naukowe WNPiD UAM w Poznaniu
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Specialized marketing agencies in the market activities of domestic political organizations
Abstract
The paper tries to identify the role of specialized marketing agencies in the market
activities of Polish political parties. It is based on the extensive observations the
author carried out with respect to the application of marketing instruments in the political
market. The purpose of the text is to demonstrate how political organizations
can gain a competitive advantage by permanent cooperation with professional companies
offering marketing consulting services. The starting point of these considerations
is the concept of Jennifer Lees-Marshment, a researcher into political
marketing from New Zealand, who assumes the total market orientation of a modern
political organization (Market Oriented Party). According to her, a party should
work the way a business does, ceaselessly meeting the needs of its consumer-voters.
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Citation
Środkowoeuropejskie Studia Polityczne, 2012, nr 2, s. 15-29.