Wpływ zachowań wyborcy na zakres czasowy marketingu politycznego

• Authors: Artur Płoński

Title variants

EN

The Influence of the Electorate's Behavior on the Time Range of Political Marketing

Abstracts

EN

Despite numerous publications on the subject, there is still no agreement as to the sense of political marketing, its nature and aims. The article `The Impact of Voter Behaviour on the Time Span of Political Marketing' touches upon the fundamental issue of the essence of marketing activities on a political market. The author seeks to answer the question: Should (in the light of efficiency criterion) political marketing be only one of manifestations of a party's electoral activity, or should all party's activity - both between and during campaigns - be based on a long-term marketing strategy? The starting point is the analysis of theoretical models of voter behaviour supported with an empirical research carried out by the author from September 1997 to September 2001 in Poland. The conclusion of this analysis is that reducing marketing activities only to campaign communications curtails its efficiency. Therefore, all marketing activities should be based on a long-term marketing strategy which covers a party's activity both between and during election campaigns.

Keywords

PL

marketing polityczny; podejście redukcyjne i kompleksowe; zakres czasowy; identyfikacja partyjna; głosowanie retrospektywne

EN

political marketing; reduction and complex approach; time span; party identification; retrospective voting

• Publisher: Katolicki Uniwersytet Lubelski Jana Pawła II. Towarzystwo Naukowe KUL
• Journal: Roczniki Nauk Społecznych
• Year: 2004
• Volume: 32
• Issue: 3
• Pages: 105-121

Dates

published

2004

Contributors

author

Artur Płoński

• Katolicki Uniwersytet Lubelski

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Identifiers

Biblioteka Nauki

1856543