- Tytuł:
-
Zarządzanie marketingowe partią polityczną w teoriach Roberta P. Ormroda i Stephana C. Henneberga
Marketing management of a political party in the theories of Robert P. Ormrod and Stephan C. Henneberg - Autorzy:
- Potarzycka-Szczerba, Agata
- Powiązania:
- https://bibliotekanauki.pl/articles/1953250.pdf
- Data publikacji:
- 2015-03-31
- Wydawca:
- Wydawnictwo Adam Marszałek
- Tematy:
-
political marketing
marketing management
political party
marketing strategy
political market - Opis:
- Although political marketing management is still a very popular issue in modern political science, surprisingly, only few studies have tried to provide theoretical foundations for describing comprehensive marketing process in political parties. The aim of this paper is to present two complementary concepts developed by Robert P. Ormrod and Stephan C. Henneberg: Political Market Orientation and Strategic Political Postures. Both authors have prepared a theoretical framework for complex analysis of marketing operations in the parties. They consider political marketing management to be a permanent process which includes mainly building and maintaining relations with various stakeholders and creating strategies. The article presents these concepts from the perspective of previous studies and criticizes some assumptions in purpose to indicate possibilities and barriers of future empirical work.
- Źródło:
-
Athenaeum. Polskie Studia Politologiczne; 2015, 45; 145-156
1505-2192 - Pojawia się w:
- Athenaeum. Polskie Studia Politologiczne
- Dostawca treści:
- Biblioteka Nauki
Artykuł