Political Marketing

Bruce I. Newman , Wojciech Cwalina , Andrzej Falkowski , Todd P. Newman , Magdalena Jabłońska


It is hardly possible to understand modern political marketing without following its evolution. Analyzing the concept of political marketing from different perspectives furnishes a uniform picture, which is the basis of the advanced theory of political marketing proposed here. The advanced model of political marketing brings together into a single framework the two campaigns: the permanent marketing campaign and the political marketing process. These two components are realized within a particular country’s political system, and the system depends, above all, on political tradition as well as the efficiency of the developed democratic procedures. Politicians are in the business of selling hope to people. This hope is related to convincing people that it is this particular politician or political party that guarantees successful management of national security, social stability, and economic growth on behalf of the electorate. From this perspective, the major challenge to political marketing is to connect a politician’s words, actions, and vision into a realistic transformation of the electorate’s dreams and aspirations (Newman, The mass marketing of politics: democracy in an age of manufactured images. Sage, Thousand Oaks, 1999).
Author Bruce I. Newman
Bruce I. Newman,,
, Wojciech Cwalina (USSH)
Wojciech Cwalina,,
- SWPS University of Social Sciences and Humanities
, Andrzej Falkowski (Wydział Psychologii w Warszawie)
Andrzej Falkowski,,
- Wydział Psychologii w Warszawie
, Todd P. Newman
Todd P. Newman,,
, Magdalena Jabłońska (Wydział Psychologii w Warszawie)
Magdalena Jabłońska,,
- Wydział Psychologii w Warszawie
Publication size in sheets0.6
Book Harris Phil, Bitonti Alberto, Fleisher Craig S. , Skorkjær Binderkrantz Anne (eds.): The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs, 2020, Palgrave Macmillan, ISBN 978-3-030-13895-0
URL https://link.springer.com/referenceworkentry/10.1007/978-3-030-13895-0_5-1
Languageen angielski
Tekst.pdf 355.56 KB
Additional file
jablonska osw.pdf 37.07 KB
Political marketing Falkowski osw.pdf 38.51 KB
Score (nominal)20
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