Marketing - the science of promoting goods and services to consumers by manufacturers.Under this concept includes also the study of attitudes and preferences of consumers, the systematic use of the information obtained in order to create new services and products.
Political marketing - a set of actions that are applied with respect to the goals and objectives of the political struggle.This concept describes the activities aimed at the formation, alteration and maintenance of public attitudes to certain parties, leaders or movements in politics.
Political marketing is widely used during election campaigns.According to experts, the issue of the application must adhere to certain principles.So, it should not be reduced to political marketing one of the challenges of management in the election campaign.It is also important and a clear understanding of the difference between this concept and promotion, advertising.
According to some experts, the subjects of contemporary political market more focused on "selling" its image to voters.In other words, there is the distance from the modern marketing concept, which proclaims the guarantor of achieving organizational goals' identification of needs and the needs of the target markets and the use of more efficient than competitive, ways to satisfy consumers. "
P. Lyndon gave a definition of political marketing as a set of methods and theories, which are intended for use by the public administration and political organizations in defining their programs and objectives, while impact on the behavior of the population.
management and political marketing in terms of strategy has much in common with the commercial management and marketing.The main difference between experts believe that the first is more socially oriented than the second.This, in turn, strongly emphasizes the fact that the political marketing attaches greater importance to the ideological aspect, intangible values.
Moreover, this work has a certain complexity.Thus, political union can not disclose an idea, in spite of its potential attraction (for example, a change of power or abolition of any tax).In the minds of the population should be positioned the program and ideology.Otherwise, there is a kind of short-sightedness in policy.
considering the question of leadership in political marketing are the following aspects:
- Creation (formation) of the image of the leader.
- Market segmentation.For one group of people the quality of a politician are attractive, with the same quality may not fit the presentation of another group of political leaders.
- positioning.This aspect points to the need to identify the specific position held in a particular market segment.
- impact of using the media to the selected group.In this case we have direct contact with supporters of the leader, the spread of their ideas with the help of support groups.Note that the routes of exposure may be not only the media, but also posters, slogans, leaflets and other forms.
Leadership in a civilized political marketing requires compliance with certain rules of the system.In accordance with the nomination made them leader in power and performance of its powers.Thus, there is the personification of power through its merger with the personal qualities of the leader.According to the analyst Mukhayev, political leader has a decisive and permanent impact on the state, society, organization.
