Zarządzanie marketingowe partią polityczną w teoriach Roberta P. Ormroda i Stephana C. Henneberga

• Authors: Agata Potarzycka-Szczerba

Title variants

EN

Marketing management of a political party in the theories of Robert P. Ormrod and Stephan C. Henneberg

Abstracts

EN

Although political marketing management is still a very popular issue in modern political science, surprisingly, only few studies have tried to provide theoretical foundations for describing comprehensive marketing process in political parties. The aim of this paper is to present two complementary concepts developed by Robert P. Ormrod and Stephan C. Henneberg: Political Market Orientation and Strategic Political Postures. Both authors have prepared a theoretical framework for complex analysis of marketing operations in the parties. They consider political marketing management to be a permanent process which includes mainly building and maintaining relations with various stakeholders and creating strategies. The article presents these concepts from the perspective of previous studies and criticizes some assumptions in purpose to indicate possibilities and barriers of future empirical work.

Keywords

EN

political marketing; marketing management; political party; marketing strategy; political market

• Publisher: Wydawnictwo Adam Marszałek
• Journal: Athenaeum. Polskie Studia Politologiczne
• Year: 2015
• Volume: 45
• Pages: 145-156

Contributors

author

Agata Potarzycka-Szczerba

• Uniwersytet Wrocławski

Identifiers

DOI

10.15804/athena.2015.45.08

Biblioteka Nauki

1953250