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？美国和日本在2008/2009年的选举活动中关注的是功能失调的民主制度的改变，以及由奥巴马和日本民主党进行的政府程序，研究和评估了应用营销在选举和治理中的民主含义。研究发现：1)市场营销可能有助于，特别是对奥巴马来说，通过提供一个明确的选择来激活市场和组织选民，而它在治理中会产生反作用，因为党派关系仍然存在，可能成为妥协和共识的障碍，以推动议程向前发展。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环境。3)重新设计产品、推广和问责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.