Academic literature on the topic 'Modern political marketing'
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Journal articles on the topic "Modern political marketing"
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Oklander, Mykhailo, and Mykyta Haidaienko. "Omnicanal marketing tools in the political sphere." Marketing and Digital Technologies 5, no. 1 (March 14, 2021): 74–100. http://dx.doi.org/10.15276/mdt.5.1.2021.5.
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Aim of the article. The purpose of the article is to substantiate the scientific, methodological and practical provisions for the use of omnichannel marketing tools in the political sphere. Achieving the goal of the work necessitated the solution of the following tasks: to analyze the evolution of marketing tools in modern market conditions; determine the content of the marketing complex in the political sphere; to investigate the effectiveness of the use of marketing research to study the political sphere; determine the feasibility of applying the tools of marketing communication policy in the electoral process; substantiate the criteria for selecting priority marketing tools in the political sphere. Analyses results. Modern world trends in the development of society and market relations update digital marketing and its main tools, including targeting technology, which are used to link the success of marketing communication policy in any business project. Political advertising today is a prerequisite for a successful campaign and victory, so politicians are actively using the services of marketers. Election campaigns do not last long, but their success depends on the quality of previous work of the politician in the district, which should be based on marketing research of the main factors, study of possible competitors and requests from voters for goods (deputy). Only marketing research can answer all these questions. Advancing a candidate to win an election requires a well-structured communication policy, where marketing tools are most effective. Politicians actively use the services of PR-managers, but the greatest demand is for quality advertising. Emphasis is transferred to social networks, and the effectiveness of their application directly depends on quality targeting. Conclusions and directions for further research. The study of the experience of marketing tools in the political sphere suggests its universal nature, which, despite all the specifics of the policy and the high level of legal restrictions on its use, proves its effectiveness and is the key to the success of election campaigns. Proven effectiveness of the use of marketing tools in the electoral process at the local level can be fully applied to national elections. Each of these areas, of course, contributes its own features and specifics to its application, but it only enriches the theory and practice of modern marketing. Keywords: marketing, omnichannel marketing, digital marketing, targeting, marketing research, local elections, advertising campaign
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Pluwak, Agnieszka. "The linguistic aspect of strategic framing in modern political campaigns." Cognitive Studies | Études cognitives, no. 11 (November 24, 2015): 307–19. http://dx.doi.org/10.11649/cs.2011.019.
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The linguistic aspect of strategic framing in modern political campaignsThe following article describes the role of semantics in political marketing, emphasizing the mechanism of framing and perspectivising in discourse. The complexity of the framing process is discussed in the introduction, then the linguistic aspect of political framing is debated and the technique of wording formulation in political discourse analyzed. Finally, implications and conclusions for further research are presented. Examples of political framing provided within the paper are based on the analysis of contemporary public discourses.
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Singleton, Shermichael V., and Andrew Honeycutt. "Utilizing Political Ideologies To Market A Political Candidate." Journal of Business & Economics Research (JBER) 10, no. 1 (February 6, 2012): 19. http://dx.doi.org/10.19030/jber.v10i1.6796.
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This article explores the reductionist approach of political ideologies as used by political candidates, which is part of the common feature of political marketing. Understanding the value or belief system which is accepted as fact or truth by the targeted group, places the candidate in a position to promote them self as a well-intentioned, committed leader who seeks to motivate the audience to action. Modern marketing of political candidates begins by understanding central concepts of ideologies. The utilization of ideologies is complex, in that there is no single concept or claim revealing surprising affinities with various images of the candidate. It also has distinctive function, by misrepresenting the totality of the ideology by forming a total belief in the candidate versus the ideology in a particular way. People must commit or surrender to the demands of the candidate, thus making it possible for the candidate to get elected. The branding of the candidate while utilizing political ideologies in part disables people from easily disregarding information perceived to be antithetical to the concepts of the ideology (Quelch, 2007).
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Laurens van Der Laan, H. "Marketing West Africa's Export Crops: Modern Boards and Colonial Trading Companies." Journal of Modern African Studies 25, no. 1 (March 1987): 1–24. http://dx.doi.org/10.1017/s0022278x00007576.
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The establishment of marketing boards in British West Africa in the 1940s was heralded at the time as a drastic, perhaps revolutionary change in the produce trade. The political implications were undoubtedly great: public enterprise (the marketing boards) had replaced private enterprise (a number of trading companies), and the ongoing debate on their relative merits made a colourful excursion to West Africa in the 1950s because this region offered a clear-cut case for comparison.1 The differences between the organisations were thus inevitably highlighted.
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Billore, Soniya, and Hans Hägerdal. "The Indian Patola: import and consumerism in early-modern Indonesia." Journal of Historical Research in Marketing 11, no. 3 (August 19, 2019): 271–94. http://dx.doi.org/10.1108/jhrm-03-2018-0009.
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Purpose The present paper aims to focus on the Indian influence in the transfer of, the business of and consumer markets for Indian products, specifically, textiles from producers in the South Asian subcontinent to the lands to the east of Bali. This aspect of the influence of Indian products has received some attention in a general but not been sufficiently elucidated with regard to eastern Indonesia. Design/methodology/approach This paper is based on archival research, as well as secondary data, derived from the published sources on early trade in South Asia and the Indian Ocean world. The study includes data about the Vereenigde Oost-Indische Compagnie, a Dutch-owned company, and its textile trade history with India and the Indonesian islands with a special focus on Patola textiles. Narratives and accounts provide an understanding of the Patola, including business development and related elite and non-elite consumption. Findings The paper shows how imported Indian textiles became indigenised in important respects, as shown in legends and myths. A search in the colonial sources demonstrates the role of cloth in gift exchange, alliance brokering and economic network-building in eastern Indonesia, often with important political implications. Research limitations/implications The study combines previous research on material culture and textile traditions with archival data from the early colonial period, thus pointing at new ways to understand the socio-economic agency of local societies. Originality/value Only mapping the purchase and ownership of trading goods to understand consumption is not enough. One must also regard consumption, both as an expression of taste and desire and as a way to reify a community of people.
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Khairiza, Fajrina, and Bevaola Kusumasari. "Analyzing Political Marketing in Indonesia: A Palm Oil Digital Campaign Case Study." Forest and Society 4, no. 2 (July 30, 2020): 294. http://dx.doi.org/10.24259/fs.v4i2.9576.
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Social media in political marketing is an emerging area of research. This study explains how social networks are constructed in a digital campaign, identifying key actors, and messages involved in modern political marketing. A hotly contested palm oil campaign in Indonesia serves as a case study to analyze and visualize the messaging content found in digital campaigns. Social Network Analysis (SNA) was used to map the social network sites in Twitter and to track social interaction patterns in the #SawitBaik campaign. The results confirmed that state institutions, non-governmental institutions, news media, and individuals were key actors in the digital campaign. The actors’ roles varied from providing information and supporting palm oil activities to criticizing palm oil activities and promoting campaign events. Most tweets were critical of the government, serving as brand advocacy. The #SawitBaik campaign is also an example of political marketing used by a government in order to influence its citizens. In this case, the goal was to shape and win public support by legitimizing palm oil activities in Indonesia.
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Harris, Phil. "To Spin or not to Spin, that is the Question: The Emergence of Modern Political Marketing." Marketing Review 2, no. 1 (March 1, 2001): 35–53. http://dx.doi.org/10.1362/1469347012569436.
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Unger, Daniel M. "Marketing and Self-Promotion in Early Modern Painting: The Case of Guercino." Arts 10, no. 3 (August 18, 2021): 55. http://dx.doi.org/10.3390/arts10030055.
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This article focuses on Guercino’s Return of the Prodigal Son, commissioned in the name of Cardinal Alessandro Ludovisi and on his marketing choices. This is a case study in terms of self-promotion tactics employed by an ambitious artist. My argument is that one finds in the painting a secondary and more sophisticated level of interpretation, which relates to the relationship between the painter and his patron. To the most traditional iconography of the scene, Guercino added musicians and spectators, thus positioning the entire composition in the theatre. One of the musicians is depicted in a way that casts him as a representative of the painter. The patron understood Guercino’s intentions and commissioned what became Guercino’s most important artworks. It was Guercino’s ability of shifting the attention of a given iconography and deliver current political meaning that is discernible in his Roman works commissioned by the same Cardinal Ludovisi who was elected Pope Gregory XV.
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Jagger, Elizabeth. "Marketing the Self, Buying an other: Dating in a Post Modern, Consumer Society." Sociology 32, no. 4 (November 1998): 795–814. http://dx.doi.org/10.1177/0038038598032004009.
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Czinkota, Michael R., and A. Coskun Samli. "The people dimension in modern international marketing: Neglected but crucial." Thunderbird International Business Review 52, no. 5 (August 18, 2010): 391–401. http://dx.doi.org/10.1002/tie.20363.
Full textDissertations / Theses on the topic "Modern political marketing"
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Scammell, Margaret. "The impact of marketing and public relations on modern British politics : the Conservative Party and government under Mrs Thatcher." Thesis, London School of Economics and Political Science (University of London), 1991. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.282955.
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This thesis examines marketing and public relations techniques in British politics, focusing on the Conservative Party from the election of Mrs Thatcher as Leader and on the government under her premiership. A review of the history of political marketing in Britain - and its impact - shows that the practices of image-building and agenda management are by no means an innovation of the 1970s. The public relations activities of the 1945-5 1 Labour Government bear interesting similarities to those of the post-1979 Conservative ones. The three substantive contributions of the research are: studies of the 1987 general election; government publicity since 1979; and finally an evaluation of the success of the marketing of parties and leaders in the Thatcher period. The 1987 case study surveys and evaluates political marketing, paying particular attention to the role and input of marketing consultants in the preparation and conduct of the campaign. This includes an assessment of the Conservative targeting of 'critical constituencies'. Sources used are private party documents, interviews with politicians, campaign managers and public relations advisers, observation of party press conferences and opinion polls. The evaluation of governmental publicity concentrates on two controversial areas: advertising in support of social and economic policy; and the role of Mrs Thatcher's Press Secretary, (Sir) Bernard Ingham, especially his relationship with the Parliamentary Lobby and his alleged management of news. The material used includes a detailed analysis of advertising expenditure data (MEAL) over a 20-year period and unpublished evidence to the Lobby enquiries. Finally, the third original discussion attempts to assess the success or otherwise of marketing in influencing voters based upon secondary analysis of opinion poll data.
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Franzon, Davi Jose. "A eleição de João Doria Junior: a ascensão do partido de modelo empresarial?" Pontifícia Universidade Católica de São Paulo, 2018. https://tede2.pucsp.br/handle/handle/21195.
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The general goal of this work comes from the assumption that political parties are organizations and, like all of them, are in constant change. Therefore, we defend the hypothesis that, in a specific electoral environment, marked by external and internal pressures, it was possible to identify the type of party guided by a business rationality. To prove the rise of this organization, that we define like business model party, we come from an organizational analysis to put in perspective the internal disputes, the form of obtaining resources to sustain the machine campaign, the relation with other parties that are part of the political system and the tools used to expose the image of the candidate. The route traced by the construction of the ideal type here presented allowed to find an economical hegemony on the political party decisions and the importance of personalism in the control of the uncertain zones imposed during the election that chose the mayor of Sao Paulo in 2016. The data to construct the exposed model were obtained by the use of interviews, opinion research analysis and the content presented by the company party to the electorate on television
O objetivo geral deste trabalho parte do pressuposto de que os partidos políticos são organizações e, como todas elas, seguem em constante transformação. Nesse caminho, defendemos a hipótese que, em um ambiente eleitoral específico, marcado por pressões externas e internas, foi possível identificar uma tipologia de partido orientada por uma razão empresarial. Para comprovar a ascensão dessa organização, que definimos como partido de modelo empresarial, partimos de uma análise organizativa para colocar em perspectiva as disputas internas, a forma de obtenção de recursos para sustentar a máquina de campanha, a relação com as demais legendas que compõem o sistema político e as ferramentas utilizadas para exposição da imagem do candidato. O percurso trilhado para construção do tipo ideal aqui apresentado permitiu localizar uma hegemonia econômica sobre as decisões político-partidárias e a importância do personalismo no controle das zonas de incerteza impostas durante a eleição que escolheu o prefeito de São Paulo em 2016. Os dados para a construção do modelo exposto foram obtidos por meio da utilização de entrevistas, análise de pesquisas de opinião e do conteúdo apresentado pelo partido empresa ao eleitor nas telas dos televisores
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Perdigão, Antónia Cristina da Cruz Silva. "Dis-simulação e gestualidade: contributos para uma análise da relação entre marketing político moderno e credibilidade." Doctoral thesis, 2013. http://hdl.handle.net/10071/7506.
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A presente dissertação propõe-se contribuir para uma análise da relação entre marketing
político moderno e credibilidade. Mais especificamente, propõe-se investigar fundamentos
que contribuam para analisar e discutir em que moldes é que o marketing político moderno
tem investido conceptual e estrategicamente a construção e manutenção de atitudes de
credibilidade encaradas como veículos de relações democráticas salutares. Para o efeito, e em
conformidade com um enquadramento de pendor crítico e multidisciplinar que tem o seu
ponto de partida numa Antropologia Filosófica e o seu ponto de chegada numa Sociologia da
Comunicação e da Cultura, identificam-se os fundamentos ontológicos e epistemológicos que
suportam a “genética” moderna dos dois fenómenos em estudo. Perante o que parece ser um
marketing político moderno com duas faces e duas forças, sociologicamente concomitante
com uma escalada da designada “crise de credibilidade”, o propósito de discutir as valências
epistemológicas, dialógicas e éticas, do marketing político moderno em termos de
credibilidade torna necessária uma apresentação crítica de modelos estratégicos. É por esta via
que se fundamentam as duas metáforas do designado marketing político moderno que tendem
a disfarçar uma persistente ambiguidade em que se legitima um argumento central deste
trabalho a favor de um paradoxo do marketing político moderno, por um lado e, por outro, a
favor de uma aporia entre marketing político moderno e credibilidade. Conjuntamente, este
paradoxo e esta aporia contribuem para salientar as valências de um marketing político
encarado como dis-simulação ao nível da credibilidade encarada como gestualidade política.
Nestes moldes, a presente dissertação inclui um apontamento reflexivo para uma análise da
relação entre marketing político moderno e credibilidade no contexto português e conclui
tomando posição a favor de um topos re-inscritivo propenso à construção e manutenção de
relações democráticas «sanígenas e desenvolutivas».This dissertation aims to contribute to the analysis of a relationship between modern political marketing and credibility. More specifically, its main purpose is to look into fundamentals helping to analyse and discuss whether modern political marketing tends to conceptually and strategically empower credibility attitudes faced as vehicles of healthful democratic relationships, hitherto. Therefore, on the basis of a critical and multidisciplinary framework bridging Philosophical Anthropology and Sociology of Communication and Culture, both modern political marketing and credibility’s ontological and epistemological “modern genetics” are emphasized. Taking into account what appears to be political marketing’s two faces and two forces, sociologically concomitant with an escalation of the so-called credibility crisis, a criticism of modern political marketing strategies is established in order to discuss the latter epistemological, dialogical and ethical valences. Hence, two modern political marketing metaphors are discussed and, considering that they have tended to veil a very persistent ambiguity, a capital statement is argued in favour of a modern political marketing paradox, on the one hand, and an aporia between modern political marketing and credibility, on the other hand. Concurrently, the paradox and the aporia contribute to reinforce a subsequent assumption regarding the valences of post-modern political marketing faced as dis-simulation in regard to credibility faced as political gesturality. After including a final reflexive subchapter concerning modern political marketing in the Portuguese context, this dissertation concludes by emphasizing a re-inscriptive topos propitious to building and maintaining healthful and developmental democratic relationships.
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Šťastný, Tomáš. "Politický marketing v ČR: možnosti, moderní nástroje, volební optimalizace a rozpočty voleb." Master's thesis, 2012. http://www.nusl.cz/ntk/nusl-312534.
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This thesis is devoted to the election and political marketing topics. I analysed different types of political marketing tools and guerilla marketing tools. Guerilla marketing is a special marketing form suitable for some campaign situations. Moreover we can use it for campaign optimization. This optimization is the core of this topic. It is important to find the best tools, with the lowest expenses for our preferred voters. In addition to that, I introduced several kinds of campaign tactics useable in the Czech politics. There are also election campaign proposed budgets for different types of the Czech elections.
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Stasko, Carly. "A Pedagogy of Holistic Media Literacy: Reflections on Culture Jamming as Transformative Learning and Healing." Thesis, 2009. http://hdl.handle.net/1807/18109.
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This qualitative study uses narrative inquiry (Connelly & Clandinin, 1988, 1990, 2001) and self-study to investigate ways to further understand and facilitate the integration of holistic philosophies of education with media literacy pedagogies. As founder and director of the Youth Media Literacy Project and a self-titled Imagitator (one who agitates imagination), I have spent over 10 years teaching media literacy in various high schools, universities, and community centres across North America. This study will focus on my own personal practical knowledge (Connelly & Clandinin, 1982) as a culture jammer, educator and cancer survivor to illustrate my original vision of a ‘holistic media literacy pedagogy’. This research reflects on the emergence and impact of holistic media literacy in my personal and professional life and also draws from relevant interdisciplinary literature to challenge and synthesize current insights and theories of media literacy, holistic education and culture jamming.
Books on the topic "Modern political marketing"
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L, Wing R., ed. The art of strategy: The leading modern translation of Sun Tzu's classic The art of war. London: Thorsons, 1997.
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Penney, Joel. Political Fans and Cheerleaders. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780190658052.003.0004.
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Drawing on stories of citizens who voluntarily participate in the viral marketing of electoral candidates, as well as developments from the 2016 Donald Trump, Hillary Clinton, and Bernie Sanders campaigns, this chapter explores the complex intersection between traditional top-down electioneering and grassroots political promotion that emerges from popular culture. It considers how a fanlike cultural engagement with modern political brands fosters participatory forms of candidate promotion that extend far beyond a campaign’s official digital media outreach. Here, citizen marketers take on the role of cheerleaders for their political “teams,” seeking to model enthusiasm and rally their like-minded peers. This dynamic is becoming particularly important for outsider and insurgent candidates who depend on groundswells of grassroots momentum on social media and elsewhere to achieve electoral success. However, these practices also risk furthering the dynamics of political polarization and partisanship that threaten to divide the polity into self-enclosed and opposing camps.
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Penney, Joel. The Historical Lineage of the Citizen Marketer. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780190658052.003.0002.
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This chapter investigates the historical context of citizen marketing, tracing a lineage that extends to the beginnings of political iconography. However, as symbols of monarchic and despotic allegiance give way to the promotional spectacle of modern Western democratic elections, symbolic artifacts of political sentiment such as banners and sashes begin to offer new entry points for citizen participation. Whereas part of the story of citizen marketing emerges from the tradition of formalized political assemblies and protest demonstrations, another key influence is the more vernacular tradition of political expression associated with cultural forms such as popular dress. This culturally situated engagement with politics takes a revolutionary turn in the countercultural movements of the 1960s, as expressive style, including slogan buttons and T-shirts, enables the public articulation of new political viewpoints and identities. More recently, digital platforms have greatly multiplied the ways in which citizens can share political messages with others, and have magnified the tensions and controversies that have long surrounded these practices.
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Gorwa, Robert. Poland. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190931407.003.0005.
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This chapter provides the first overview of political bots, fake accounts, and other false amplifiers in Poland. Based on extensive interviews with political campaign managers, journalists, activists, employees of social media marketing firms, and civil society groups, the chapter outlines the emergence of Polish digital politics, covering the energetic and hyper-partisan “troll wars,” the interaction of hate speech with modern platform algorithms, and the recent effects of “fake news” and various sources of apparent Russian disinformation. The chapter then explores the production and management of artificial identities on Facebook, Twitter, and other social networks—an industry confirmed to be active in Poland—and assesses how they can be deployed for both political and commercial purposes. Overall, the chapter provides evidence for a rich array of digital tools that are increasingly being used by various actors to exert influence over Polish politics and public life.
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Penney, Joel. The Citizen Marketer Approach to Political Action. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780190658052.003.0001.
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This introductory chapter lays the conceptual foundation for the book, defining the citizen marketer approach to political activism and its close connection to the concept of the citizen consumer, as well as its embeddedness in the viral marketing model that is currently being employed by both commercial marketers and myriad political institutions and organizations. The discussion further delineates the persuasion framework of citizen media participation and how it differs from and overlaps with other major frameworks in the existing scholarship. The chapter then turns to an examination of the broader context of promotional culture and the “marketplace of ideas” and how their critiques sensitize us to the risks of trivialization and manipulation that are posed by the citizen marketer approach. Finally, it defines two key concepts, selective forwarding and curatorial agency, which describe the peer-to-peer circulation of preexisting media content as a means of publicizing and promoting political ideas.
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Bollen, Kenneth A., Sophia Rabe‐Hesketh, and Anders Skrondal. Structural Equation Models. Edited by Janet M. Box-Steffensmeier, Henry E. Brady, and David Collier. Oxford University Press, 2009. http://dx.doi.org/10.1093/oxfordhb/9780199286546.003.0018.
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This article explains the use of factor analysis types of models to develop measures of latent concepts which were then combined with causal models of the underlying latent concepts. In particular, it offers an overview of the classic structural equation models (SEMs) when the latent and observed variables are continuous. Then it looks at more recent developments that include categorical, count, and other noncontinuous variables as well as multilevel structural equation models. The model specification, assumptions, and notation are covered. This is followed by addressing implied moments, identification, estimation, model fit, and respecification. The penetration of SEMs has been high in disciplines such as sociology, psychology, educational testing, and marketing, but lower in economics and political science despite the large potential number of applications. Today, SEMs have begun to enter the statistical literature and to re-enter biostatistics, though often under the name ‘latent variable models’ or ‘graphical models’.
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Deaville, James, Siu-Lan Tan, and Ron Rodman, eds. The Oxford Handbook of Music and Advertising. Oxford University Press, 2021. http://dx.doi.org/10.1093/oxfordhb/9780190691240.001.0001.
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The Oxford Handbook of Music and Advertising assembles an array of forty-two pathbreaking chapters on the production, texts, and reception of advertising through music. Uniquely interdisciplinary, the collection’s tripartite structure leads the reader through these stages in the communication of the advertising message as presented by Chris Wharton (2015). The chapters on production study the factors, activities, and people behind the music for the marketing pitch, both past and present. Prominent throughlines in the section include factors influencing the selection of music (and musicians) for advertising, the role of music in corporate branding strategies, the creative forces behind the soundscape of advertising, and industry practices that undergird all aspects of music in commercial contexts. The section on Text focuses on analytic and historical approaches to ads in various media, and includes commentaries on musical genres in ads ranging from Western European art music to American popular genre. Also covered in this section is ad music as used in different ad genres, such as political ads, public service announcements, and television commercials. The analyses used in this section draws from traditional music theory, semiotics, and hermeneutic analysis. Finally, the last section addressing “Reception”—with contributions by researchers in psychology, marketing, and other fields—involves the formulation of models and theories, and implementation of research methods to examine how the presence of music may influence peoples’ attitudes, emotions, thoughts, and behaviors in the context of advertisements and within service environments such as stores, restaurants, and banks. The editors and chapter contributors of this book bring a diversity of perspectives to the topic but share a united aim: to illuminate music’s vital contribution to the advertising message.
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Prestholdt, Jeremy. Africa and The Global Lives of Things. Edited by Frank Trentmann. Oxford University Press, 2012. http://dx.doi.org/10.1093/oxfordhb/9780199561216.013.0005.
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Inquiries into commodification, social distinction, and fashion have offered fresh perspectives on social relations and cultural formations in Africa. Imported consumer goods were both elemental to social relationships and a cornerstone of Africa's global interfaces. This article explores how the social dynamics of consumer demand in Africa were shaped by, and gave shape to, larger social, economic, and political relationships from the sixteenth to the early twentieth century. This approach underscores the interrelation of African cultural imperatives and histories of globalization. Focusing on East Africa in the late nineteenth century, the article begins with a snapshot of consumer trends before the nineteenth century. It then examines three dimensions of consumption in the late nineteenth and early twentieth century: marketing consumer objects, the social relations of consumption, and the ways manufacturers accommodated African consumer demand. Taken together, these themes augment our understanding of social change in Africa, contribute to wider reflections on consumption as a mode of trans-societal relation, and highlight how manufactured objects can be conceptually and physically transformed throughout their global life cycles.
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Kuenzler, Adrian. Restoring Consumer Sovereignty. Oxford University Press, 2017. http://dx.doi.org/10.1093/oso/9780190698577.001.0001.
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For decades, there has been broad consensus within antitrust, intellectual property, and consumer law scholarship that consumers make decisions in their own best interests by consciously weighting the market’s relative prices, quantities, and qualities against each other. That consensus is unraveling in light of novel findings from cognitive and social psychology that explain how individuals’ concepts of what they prefer drive the global economy. At the same time, producers nowadays no longer merely satisfy consumers’ needs but also communicate their values, identities, and aspirations through the sale and marketing of products. As part of the growing interest in observations such as these, a wealth of psychological studies challenge the fundamental teaching of economics that the interplay of demand and supply of goods in a free market economy provides us with material wealth. This book provides a normative defense of that assumption and a theoretical framework for understanding its contradictions. It argues that the erosion of consumer sovereignty through the ability of product manufacturers and sellers to systematically take advantage of individuals’ psychological weaknesses demands a twenty-first-century reconceptualization of the consumer and a modern account of how the law should regulate the digital economy. Such an account is justified to ensure a diverse marketplace in which consumers can influence how our societies are structured and arranged. By examining the role that market manipulation plays, it offers ingredients for a realistic descriptive and normative market regulatory theory that is aware of its political economy, its behavioral suppositions, and its distributional consequences.
Book chapters on the topic "Modern political marketing"
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Dartey-Baah, Kwasi. "Exploring the Prospects and Limits of Modern Democracy in Africa: The Role of Leaders." In Political Marketing and Management in Ghana, 175–95. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-57373-1_9.
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Herrera, Selena, and John Wilkinson. "Sugar-Cane Bioelectricity in Brazil: Reinforcing the Meta-Discourses of Bioeconomy and Energy Transition." In Bioeconomy and Global Inequalities, 151–71. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-68944-5_8.
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AbstractThis article analyses the contribution of sugar-cane bioelectricity to the distribution and diversification of power generation in Brazil. A transition is currently underway towards an energy mix characterized by natural gas and new renewable energy sources, mainly wind and solar. Energy security and industrial development priorities have created political and economic challenges for bioelectricity governance. However, meta-discourses of energy transition and bioeconomy are giving rise to selection pressures that are promoting institutional changes towards an expansion of the ethanol market. By using the multi-level perspective of transitions, this paper concludes that, given the technology in use for bioelectricity production, the critical financial state of the sugar-cane industry and the current priorities of the electricity marketing model, sugar-cane bioelectricity, which has a key role to play in the energy matrix, remains uncompetitive and dependent on specific public policies to support its expansion.
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"Political branding in the modern age: effective strategies, tools and techniques." In Routledge Handbook of Political Marketing, 122–38. Routledge, 2012. http://dx.doi.org/10.4324/9780203349908-17.
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"'Times Change and We Change with Them': The German Advertising Industry in the Third Reich - Between Professional Self-Interest and Political Repression." In The Emergence of Modern Marketing, 133–52. Routledge, 2004. http://dx.doi.org/10.4324/9780203484005-11.
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Bignoux, Stephane. "Engaging Young Voters in the Political Process." In Advances in Public Policy and Administration, 89–112. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3677-3.ch004.
Full textAbstract:
The aim of this chapter is to analyse young voter engagement in modern Western democracies. Why young voters? Young voters are disengaged from the political process. In order to complete the analysis, the author adapts an engagement model from social media marketing. The adapted model consists of three parts: consumption, contribution, and (co) creation of brand related materials. The author hypothesises that each aspect of the model is related to the other and that all three aspects of the model are positively related to loyalty to the political party brand. The aim of this conceptual adaptation is to investigate a new way to re-engage young voters with the political party brand, thereby strengthening one pillar of modern democracy.
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Queirós, António dos Santos. "The Dawning of the Environmental Ethics and the New Holistic Paradigm for Peace." In Advances in Educational Marketing, Administration, and Leadership, 242–66. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-5225-0078-0.ch014.
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In this chapter we want to discuss the new holistic paradigm for peace that blossomed with the dawning of the Environmental Ethics in the 20st and 21st century, on the framework of “Meaning and Concept of Peace Education”. We introduce to the debate the question of “Political ethics” and the problem of “political alienation”, trying to answer the key question of “Holistic Peace: Need of Hour” - Why must environmental ethics prevail, over democratic and socialist politics, modern science and international right? The topics and concepts of “Pedagogical Paradigms of Peace Education”, connected to the “Models and Strategies of Peace Education” and “Peace Education in Class-Room Practice” will be discussed in the context of literacy to a new paradigm for the science and civilization, report the case-study of Portuguese CEFOP.Conimbriga (R&D).
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Asoğlu, Veysel, and Halil İbrahim Şengün. "Practice of Green Marketıng Activities in the Organic Agricultural Sector in Turkey." In Green Marketing and Environmental Responsibility in Modern Corporations, 136–63. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-2331-4.ch008.
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Requests and needs are not static in a growing and changing world. On the contrary, they can develop and change with the effect of both environmental and internal factors. Green marketing is the request of social civilization. One of the effects of this growing interest in environmental markets in Turkey and the rest of the world can be seen in the move towards organic agriculture. The main purposes of this study are to define organic agriculture as described by environmental marketers and as practised in the agricultural sector, and to explore the current condition of organic agriculture in Turkey and the rest of the world. Subsequently, organic agriculture and the main problems in its related sectors will be discussed and suggestions for solutions will be given. Suggestions will be given that include political, as well as research and development and training programs that are related to improving organic agriculture and increasing organic exports.
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Celebi, Zeynep Guney. "Contemporary Art Museums' Marketing Strategies." In Advances in Media, Entertainment, and the Arts, 371–88. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6190-5.ch021.
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Contemporary art museums are significant actors in the entertainment industry, which is recreated by new forms of leisure time activities every day. Entertainment that is used as an important and effective marketing tool in contemporary art museums is also a significant formative of the new relationship between contemporary art museums and their visitors. Therefore, the aim of this chapter is to explore the relationship between art, entertainment, leisure, and museum marketing with a literature review in order to find answers to questions like, What is the relationship between art and entertainment? and Which marketing techniques are used by contemporary art organizations? In this context, the relationship between leisure, entertainment, and contemporary art museums is explained; afterwards, contemporary art museums' marketing strategies are described in detail as the main scope of the study. Finally, as a case study, Istanbul Modern Art Museum's political-economical environment and marketing strategies are analyzed.
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Sipling, William. "Bernays, Horkheimer, and Adorno." In Political Propaganda, Advertising, and Public Relations, 114–35. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-1734-5.ch005.
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Social media and 21st century mass communication have changed the technological landscape of marketing and advertising, enabling instant content creation, content curation, and audience feedback. The thought of Edward Bernays can be useful in examining and interrogating today's media, especially through the lens of Frankfurt School social theorists Max Horkheimer and Theodor Adorno. Further, the works Crystalizing Public Opinion and Propaganda are critiqued through ideas found in Dialectic of Enlightenment to give business and PR professionals ethical concepts that may be applied to modern trends in communications.
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Smith, Terry. "The Meaning of Consumption." In Marketing and Consumer Behavior, 389–411. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch018.
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The “un-contestable hegemony of consumer capitalism” (Gabriel & Lang, 2006, p. 2) as the prevailing ideology of our times locates it as the primary creator and driver of production, competition, innovation, value and, latterly, values. In 1995, Miller recognised that “consumption, rather than production, was the vanguard of history” (p. 1). In that same year, the United Nations issued alarming statistics highlighting the influence of marketing on materialism and the fact that inequality in consumption was far wider than expected, severely undermining the environmental resource base. The backdrop of social theory and political economy within which consumerism and consumption are framed is a fragmented and complex one which has an unstable nature influenced by a range of complicated macro environmental factors. It is a postmodern landscape characterised by an all-pervasive consumer culture, the imperative of consumer rights and the use of consumption as a source of meaning. This chapter attempts to present a critical examination of the dominant academic, political, cultural and ecological discourses which constitute and contribute to this debate. At the epicentre is a post-modern dilemma about the delusion of choice, the illusion of freedom and the imperative of control - shifting priority from conspicuous consumption to conscientious conscience consumption.
Conference papers on the topic "Modern political marketing"
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Guzovski, Marina. "SOCIALLY RESPONSIBLE MARKETING IN THE "NEW NORMAL"." In Sixth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2020. http://dx.doi.org/10.31410/limen.2020.285.
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Given the fact that we are in a time of uncertainty, when we cannot predict how a coronavirus-induced pandemic will affect community life, socially responsible behaviour as well as the impact of socially responsible marketing come to the fore in particular. The goal of socially responsible marketing is to educate and take actions that will positively affect the change of behaviour, and all participants from business entities to individuals must be aware of their responsible behaviour towards themselves and others in order to improve well-being and benefit the society we live in. The paper presents models of socially responsible marketing communication in the "new normal" as well as their impact on raising awareness of responsible behaviour and the adoption of new habits among consumers.
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Tasevska, Gordana, and Dijana Ivanovska Przo. "FORMAL AND NON-FORMAL EDUCATION IMPACT ON DEVELOPING MARKETING MANAGER COMPETENCE IN THE DIGITAL AGE." In Sixth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2020. http://dx.doi.org/10.31410/limen.2020.279.
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Digital marketing enables companies to be virtual, in relation to customers. Modern working conditions require skillful and knowledgeable digital managers, developed competence, as well as great motivation for lifelong learning. Digital marketing managers collect potential customers’ data, conduct online research and direct development, implementation and management of online campaigns that promote a particular company and its products or services. This paper will give a deep insight into the competence of digital managers as a result of an acquired degree in this field or as a result of additional courses, training and online activities of a determined person. The combination of both alternatives is a third option that contributes to the goal of the scientific proof in the paper.
Reports on the topic "Modern political marketing"
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Ertanowska, Delfina. MEMES AS A MEANS OF COMMUNICATION AND MANIPULATION. Ivan Franko National University of Lviv, February 2021. http://dx.doi.org/10.30970/vjo.2021.49.11073.
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The article considers memes as a short form of internet statement. Memes was discussed as a successor to the primary interpersonal communication in the form of rock drawings, pictures, pictograms, and hieroglyphs. In addition, the issue of memes as a tool of media and political manipulation has been described. Areas of discussion also include paid trolling and specialized media services to build a modern political campaign through memes. The use of memes as a political marketing tool was discussed.