966 resultados para Political marketing


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There is a need to take a fresh look at the traditional application of the marketing concept to political marketing. As many businesses have learned, Integrated Marketing Communications (IMC) practices and principles will help them to build customer relationships and profitable brands. Political marketing must also change with the times and implement IMC practices toward building and nourishing brand relationships with voters and other important stakeholders. The nature of the contribution of this paper is the identification of a gap in the political marketing literature - the stagnation of political marketing at the 4P's marketing concept, and to play a role in the future development of political marketing. In recent developments, it is seen that there is a gradual movement away from this traditional marketing theory. There are a growing number of academics who have approached very closely to the IMC concept or aspects of it, but have not however embraced or have been reluctant to, the prospect of applying it to political marketing. IMC is a practical, logical and ultimately inevitable future for political marketing.

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This paper addresses how social media was used to leverage votes in new media environments. Barack Obama’s social media campaign is analysed and illustrates how the Obama brand benefited from integrating social media into the campaign. Voting behaviour has changed; politicians are continually seeking new ways to communicate with their constituents. Voting on political ‘brands’ is based on an identity or image, rather than central issues. While political parties rely upon an integrated marketing communication (IMC) approach, with a focus on building the (political) brand of the party and brand relationships, communication is no longer fully controlled by the marketers.

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L’objectif de ce mémoire est double. D’une part, il vise à proposer un cadre d’analyse novateur permettant d’étendre le modèle du marketing politique, traditionnellement limité au cas des partis politiques, en l’appliquant aux stratégies de recrutement (en amont) et de lobbying (en aval) des groupes d’intérêt. D’autre part, il a pour but de donner un nouveau souffle à l’étude des groupes d’intérêt en tant que sous-champ de la science politique en situant leur action dans une perspective dynamique et stratégique. De façon plus spécifique, cette recherche vise à évaluer, à l’aide de deux hypothèses, le degré de déploiement global de l’approche marketing chez les groupes d’intérêt au Québec et à comparer son niveau de pénétration spécifique au sein des différentes organisations. La première hypothèse avance que le degré de déploiement global du marketing politique auprès des groupes d’intérêt québécois s’avère relativement faible en raison d’un certain nombre de facteurs contextuels qui ont historiquement limité son intégration au sein de leurs stratégies de recrutement et de lobbying. La seconde hypothèse affirme pour sa part que le niveau de pénétration spécifique de l’approche marketing est limité à certaines organisations et varie en fonction de certains facteurs qui peuvent s’avérer contradictoires. Les données recueillies lors d’entrevues menées auprès de douze des principaux groupes d’intérêt actifs à l’échelle du Québec tendent à confirmer les deux hypothèses.

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Este estudio de caso busca realizar una descripción de la participación política de los jóvenes durante la campaña de Barack Obama a la presidencia, mediante el uso de herramientas de marketing online, identificando las herramientas de marketing y posteriormente, haciendo un exámen de cómo los jóvenes se apropiaron de las mismas para participar activamente. Así mismo, se plantea un modelo de análisis que permite comprender el proceso antes y durante el proceso participativo, con el fin de plasmar gráficamente las variables incluidas en el mismo.

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A través del estudio de las herramientas de Marketing Político utilizadas durante la campaña de Gustavo Petro para la presidencia de la República en 2010, se busca determinar el papel político de las mismas. En la investigación se hace un aporte metodológico a través de un modelo para estudiar las herramientas del Marketing Político sin dejar de lado el papel político el cual se analiza en el trabajo.

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El presente estudio de caso se constituye como bibliografía básica para aquel que quiera acercarse al fenómeno MIRA, nacido en Colombia (Latinoamérica) y patentado en la ONU para ser ideología mundial. Es un documento pionero en la clasificación metódica y rigurosa de las estrategias de marketing electoral empleadas por el MIRA ya que es la primera vez que se ponen a disposición del público en general.

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En el siguiente documento se hace un análisis de la contienda electoral del 2010 en Colombia, haciendo un mayor énfasis en la campaña del candidato Antanas Mockus a la luz de las herramientas del marketing político moderno según Philippe Maarek.

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La religión suele a ser una herramienta útil para las estrategias de marketing político, en tanto los individuos pueden llegar a definir parte de sus decisiones políticas con base en la misma. En este sentido, a través del análisis de la utilización de las expresiones en torno a la religión en las estrategias de marketing político implementadas en la campaña política a la presidencia de la República de Colombia de Juan Manuel Santos Calderón en el año 2010, en este estudio de caso se busca dilucidar el papel de dicha utilización.

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El interés de esta monografía es conocer las estrategias de marketing político utilizadas por Álvaro Uribe Vélez en el período 2002- 2010, que influyeron en la configuración de la percepción de seguridad de los colombianos. Por lo tanto se analizará cuáles fueron las estrategias de marketing político implementadas por Uribe, que estuvieron enfocadas en el aumento de la percepción de seguridad. Así mismo, se estudiará la estrategia política de marketing político en la política de seguridad democrática, contrastando la percepción de seguridad de los ciudadanos frente a las condiciones reales de seguridad.

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Based on the definitions of Public Communication, Political Marketing, Public Interest Information and Communication as a Tool of Governance, the study notes the use of the news section of the websites of the City Christmas and Mossoro, Rio Grande do Norte, in regard to strengthening citizenship and encouraging participatory management, from the characterization of materials like pieces of Political Marketing and Public Communication. Data collection in qualitative research was conducted from August to September 2011 and content analysis showed that the appropriation of public property for personal use is a reality, despite legal requirements to the detriment of strategic communication and governance for results from the dissemination of information of public interest and the establishment of a communication channel between State Government and Society. Elements of this study suggest the need for further research to deepen the discussion

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From the importance that the political science and the social sciences began to give the electoral programs on TV, were examined in that work academic the effects of research in electoral marketing strategies in Gratuitous Timetable of the Electoral Publicity of the marketing year the candidate Micarla de Sousa (PV) in 2008 for the prefecture of Natal. To analyze the marketing strategies of electoral candidate Micarla de Sousa were used three sources of data: the HGPE on the first part, The interview with the coordinator's marketing campaign of Micarla de Sousa, José Ivan and the quantitative research carried out by the Office IBOPE before and during the period of HGPE. In the analysis of electoral programs, was used the qualitative and quantitative approach, taking as objective to verify whether there was some change in marketing strategy in the candidate Micarla HGPE. So the electoral programs that candidate were transcribed and analyzed and then faced with the results of researches electoral IBOPE carried out in the same period. The interview with the coordinator's marketing campaign the candidate Micarla de Sousa brought relevant information on the construction of public image at the time pre-electoral and electoral. In search of IBOPE, socioeconomic variables were regarded assex, age, education and income. With the collection of this data, there was an intersection of information about the voting intentions of Micarla candidate for mayor of Natal and it was checked how his candidacy has increased or decreased within the surveyed segments and how these oscillations marketing strategies directed at the candidate's HGPE for any specific audience. Also, do not forget that the electoral process is influenced by various factors, because this process is dynamic

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