Implications of Political Marketing on Democratic Processes in the U.S. and Japan : Analysis of the Elections and Governance since 2008

政治营销对民主进程意味着什么？对美国和日本在2008/2009年的竞选活动中的案例进行了审查和评估，这些案例的重点是改变失灵的民主制度，以及奥巴马和日本民主党开展的以下政府程序，以澄清应用营销在选举和治理中的民主影响。研究结果是：1)营销可能会在激活市场和组织选民方面有所帮助，特别是对奥巴马来说，因为它提供了一个明确的替代方案，而它在治理方面会产生反弹，因为党派之争依然存在，可能会成为推动议程向前推进的妥协和共识的障碍。2)因此，承诺产品的“交付”往往远远低于预期，这迫使领导者重新定义产品，以适应新的情况。3)重新设计产品、促销和责任的技能因此需要在政府营销模式中更加集中。

What does political marketing imply for the democratic processes? Cases of the U.S. and Japan in the 2008/2009 election campaigns focusing on the change of dysfunctional democratic system, as well as the following governmental processes , conducted by Obama and the Democratic Party of Japan, were examined and evaluated to clarify the democratic implications of applied marketing in elections and governance. The findings are: 1) marketing may help, particularly for Obama, on market activation and organizing the voters by providing a clear alternative, while it backlashes in governance as partisanship remains and can be a barrier to compromise and consensus to move the agenda forward. 2) Thus 'delivery' of the promised product tends to be far short of the expected, which forces the leaders to redefine the product as appropriate to the new circumstances. 3) Skills for redesigning the product, promotion and accountability thus need to be more focused in a governmental marketing model.