The Marriage of Politics and Marketing
The Marriage of Politics and Marketing
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政治与营销的结合
DOI：
10.1111/1467-9248.00337
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发表时间：
2001
影响因子：
3.1
通讯作者：
J. Lees
中科院分区：
文献类型：
--
作者：
J. Lees
从政治营销的角度对英国主要政党行为的研究发现，政治营销的范围很广，并提供了新的分析工具来解释政治组织的行为。然而，这是政治学和市场营销的结合。它借用了产品、销售和市场导向等核心营销概念，以及市场情报等技术，并将其调整以适应政治学的传统原则，从而形成一个综合的理论框架。一个以产品为导向的政党会为它所代表和信仰的东西辩护。一个以销售为导向的政党专注于向选民推销自己的论点和产品。一个以市场为导向的政党设计其行为是为了让选民满意。探索这三个方向表明，政治营销可以应用于广泛的行为，并建议其潜在的应用到政治研究的几个领域。
Research into major party behaviour in Britain from a political marketing perspective finds that political marketing is broad in scope and offers fresh analytical tools to explain how political organizations behave. It is nevertheless a marriage between political science and marketing. It borrows the core marketing concepts of product, sales and market-orientation, and techniques such as market intelligence, and adapts them to suit traditional tenets of political science to produce an integrated theoretical framework. A party that takes a product-orientation argues for what it stands for and believes in. A Sales-Orientated party focuses on selling its argument and product to voters. A Market-Orientated party designs its behaviour to provide voter satisfaction. Exploring these three orientations demonstrates that political marketing can be applied to a wide range of behaviour and suggests its potential to be applied to several areas of political studies.