The macro and micro views of political marketing: the underpinnings of a theory of political marketing
Wojciech Cwalina , Andrzej Falkowski , Bruce Newman
AbstractThe 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.
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