The macro and micro views of political marketing: the underpinnings of a theory of political marketing

Wojciech Cwalina , Andrzej Falkowski , Bruce Newman

Abstract

The multi-disciplinary nature of political marketing lends itself to a micro/macro analysis. The goal of the article is to present the theoretical frames allowing one to develop an approach to political marketing, which may become the foundations of a general theory of political marketing. Like microeconomics and macroeconomics are the two major categories within the field of economics, so are micro and macro approach to political marketing the two major perspectives that allow one to better understand the workings of modern democracies and the processes taking place there. Such an approach can integrate various theories of particular political behavior considered as part of an external macrostructure, understood as broad social, political, legal, economic, and technological context, with the theories of political behavior of individuals and institutions considered as internal microstructure.
Author Wojciech Cwalina (Wydział Psychologii)
Wojciech Cwalina,,
- Wydział Psychologii
, Andrzej Falkowski (Wydział Psychologii)
Andrzej Falkowski,,
- Wydział Psychologii
, Bruce Newman
Bruce Newman,,
-
Journal seriesJournal of Public Affairs, (0 pkt)
Issue year2012
Vol12(4)
Pages254-269
Publication size in sheets0.75
DOIDOI:10.1002/pa.1421
URL http://onlinelibrary.wiley.com/doi/10.1002/pa.1421/abstract?systemMessage=Subscribe+and+renew+is+currently+unavailable+online.+Please+contact+customer+care+to+place+an+order%3A++http%3A%2F%2Folabout.wiley.com%2FWileyCDA%2FSection%2Fid-397203.html++.Apologies+for+the+inconvenience.
Languageen angielski
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Cwalina-Falkowski-Newman-micro-macro-JPA-2012.pdf of 14-09-2015
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Score (nominal)0
Citation count*29 (2020-10-17)
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Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=9595
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=9595
Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=10878
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=10878
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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