Abstract
Günümüzde seçmenler sadece ideolojik görüşlerine göre değil beraberinde ekonomik ve sosyal olgulardan etkilenerek karar verme eğilimine girmişlerdir. Bu nedenle siyasi partiler kendilerini politikaları ve projeleri ile ilgi olarak seçmenlere daha iyi anlatmak ve onlarla sürekli bir iletişim içinde olmak için çabalamaktadırlar.
Siyasi partinin bu çabalarında politik pazarlama faaliyetleri, hem politikaların oluşturulması hem de seçmenle doğru iletişimin kurulması açısından partilere önemli kazanımlar sağlamaktadır.
Bu çalışmada politik pazarlamanın sadece seçim dönemlerinde değil siyasi partinin tüm hayatı boyunca uygulaması gereken bir felsefe olduğu tezinden yola çıkılarak Türkiye’deki siyasi partiler için bir politik pazarlama modeli geliştirilmiştir.
References
- Bölme Selin, Ulutaş Ufuk, Küçükgeleş Müjge v.d.(2011), “Dış Politika”, SETA Analiz, 2011’de Türkiye, Siyaset Raporu, Ekonomi ve Toplum Araştırmaları Vakfı, Ankara
- Colleman Stephen (2007), “Review of Darren G. Lilleker and Jennifer Less-Marshment (eds), Political Marketing: a Comparative Perspective”, Parliamentary Affairs Vol. 60 No. 1, 2007, pp: 180–186
- Cwalina Wojciech, Falkowski Andrzej, Newman Bruce I. (2009), “Political Managemet and Marketing”, “Routledge Handbook of Political Management”, Edited by Dennis W. Johnson, Published by Routledge, ISBN: 978-0-203-89213-8, Newyork and London,
- Çağlar İrfan, Kılıç Sabiha (2005), Pazarlama, Nobel Yayınevi, ISBN: 975-5-918-132, Ankara
- Doğan Naci (2004), “Yeni Dünya Düzeni Bağlamında Uluslararası Sistem, Nato’nun Rolü ve Türkiye’nin Stratejik Konumu”, Manas Üniversitesi Sosyal Bilimler Dergisi, Cilt:5 Sayı:10
- Henneberg Stephan C., Scammell Margaret, O'Shaughnessy Nicholas J. (2009), “Political Marketing Management And Theories Of Democracy” Marketing Theory Articles, Volume 9(2) pp: 149–164, http: //mtq.sagepub.com/content/9/2/165, Erişim Tarihi: 24.02.2012
- Henneberg Stephan C.M. (2004), “Political Marketing Theory: Hendiadyoin or Oxymoron ”, University Of Bath School Of Management Working Paper Series, 2004/01
- Kılınç Uğur Keskin (2007), “Sosyal Bilimler Alanında Gömülü Teori” Nitel Araştırma, ISBN: 978-9944-223-19-5, Detay Yayıncılık, Ankara
- LeBaron David.N (2008), “Essays In Political Marketing”, The Pennyslyvania State University, The Graduate School The Mary Jane and Frank P. Smeal College of Bussiness, Submitted in Partial Fılfilment of the Requirements for the Degree of Doctor of Philosophy,
- Less-Marshment Jennifer (2001), “Political Marketing and British Political Parties- The Party’s Just Begun”, Manchester University Press, ISBN:0-7190-6017-6
- Less-Marshment Jennifer (2001/b), “The Marriage of Politics and Marketing”, Political Studier Association, Vol:49, pp: 692-713
- Less-Marshment Jennifer (2003), “Political Marketing”, Journal of Political Marketing, 2:1, pp:1-32, 2003
- Lilleker Darren G. (2005), “Political Marketing: The Cause of an Emerging Democratic Deficit in Britain?, Journal of Nonprofit&Public Sektor Marketing, 14:1, 5-26
- Newman Bruce I. (2002), “The Role of Political Marketing in Politics”, Journal of Political Marketing, 1:1,pp:1-5
- Polat Cihat, Gürbüz Esen, İnal Emin, (2004), “Hedef Seçmen, Siyasal Pazarlama Yaklaşımı”, Nobel Yayıncılık ISBN: 975-591-650-4, Ankara
- Tan Ahmet (2002), “İlke ve Uygulamalarıyla Politik Pazarlama”, Papatya Yayıncılık, ISBN: 978-8-756-79733-4, İstanbul
- Turhanoğlu Ayşin K., Suğur Nadir, Şavran Temmuz G., Çetin Oya B. (2012), “Sosyolojide Araştırma Yöntem ve Teknikleri”, ISBN: 978-975-06-1309-8, Anadolu Üniversitesi Yayınları, Eskişehir
- Yorke D.A., Meehan Sean A. (1986), “ACORN in the Political Marketplace”, European Journal of Marketing, Vol:20 Iss:8, pp.63-76
Abstract
Today's electoral bodies tend to decide not only with their ideological opinions but also considering the economic and social facts. For this reason, political parties strive to explain their politics and their projects to the electoral bodies and to be in a constant contact with them.
Within these efforts of the political parties, the political marketing activities provide important gains in terms of establishing their politics and building their communication with the electoral bodies.
The political marketing is defined as the process to manage the ideas that are developed in order to satisfy the needs of the electoral bodies and get their support. In light of the results of this research, political marketing models for the political parties in Turkey has been developed.
Keywords
Politics marketing political marketing political communication election campaigns political parties
References
- Bölme Selin, Ulutaş Ufuk, Küçükgeleş Müjge v.d.(2011), “Dış Politika”, SETA Analiz, 2011’de Türkiye, Siyaset Raporu, Ekonomi ve Toplum Araştırmaları Vakfı, Ankara
- Colleman Stephen (2007), “Review of Darren G. Lilleker and Jennifer Less-Marshment (eds), Political Marketing: a Comparative Perspective”, Parliamentary Affairs Vol. 60 No. 1, 2007, pp: 180–186
- Cwalina Wojciech, Falkowski Andrzej, Newman Bruce I. (2009), “Political Managemet and Marketing”, “Routledge Handbook of Political Management”, Edited by Dennis W. Johnson, Published by Routledge, ISBN: 978-0-203-89213-8, Newyork and London,
- Çağlar İrfan, Kılıç Sabiha (2005), Pazarlama, Nobel Yayınevi, ISBN: 975-5-918-132, Ankara
- Doğan Naci (2004), “Yeni Dünya Düzeni Bağlamında Uluslararası Sistem, Nato’nun Rolü ve Türkiye’nin Stratejik Konumu”, Manas Üniversitesi Sosyal Bilimler Dergisi, Cilt:5 Sayı:10
- Henneberg Stephan C., Scammell Margaret, O'Shaughnessy Nicholas J. (2009), “Political Marketing Management And Theories Of Democracy” Marketing Theory Articles, Volume 9(2) pp: 149–164, http: //mtq.sagepub.com/content/9/2/165, Erişim Tarihi: 24.02.2012
- Henneberg Stephan C.M. (2004), “Political Marketing Theory: Hendiadyoin or Oxymoron ”, University Of Bath School Of Management Working Paper Series, 2004/01
- Kılınç Uğur Keskin (2007), “Sosyal Bilimler Alanında Gömülü Teori” Nitel Araştırma, ISBN: 978-9944-223-19-5, Detay Yayıncılık, Ankara
- LeBaron David.N (2008), “Essays In Political Marketing”, The Pennyslyvania State University, The Graduate School The Mary Jane and Frank P. Smeal College of Bussiness, Submitted in Partial Fılfilment of the Requirements for the Degree of Doctor of Philosophy,
- Less-Marshment Jennifer (2001), “Political Marketing and British Political Parties- The Party’s Just Begun”, Manchester University Press, ISBN:0-7190-6017-6
- Less-Marshment Jennifer (2001/b), “The Marriage of Politics and Marketing”, Political Studier Association, Vol:49, pp: 692-713
- Less-Marshment Jennifer (2003), “Political Marketing”, Journal of Political Marketing, 2:1, pp:1-32, 2003
- Lilleker Darren G. (2005), “Political Marketing: The Cause of an Emerging Democratic Deficit in Britain?, Journal of Nonprofit&Public Sektor Marketing, 14:1, 5-26
- Newman Bruce I. (2002), “The Role of Political Marketing in Politics”, Journal of Political Marketing, 1:1,pp:1-5
- Polat Cihat, Gürbüz Esen, İnal Emin, (2004), “Hedef Seçmen, Siyasal Pazarlama Yaklaşımı”, Nobel Yayıncılık ISBN: 975-591-650-4, Ankara
- Tan Ahmet (2002), “İlke ve Uygulamalarıyla Politik Pazarlama”, Papatya Yayıncılık, ISBN: 978-8-756-79733-4, İstanbul
- Turhanoğlu Ayşin K., Suğur Nadir, Şavran Temmuz G., Çetin Oya B. (2012), “Sosyolojide Araştırma Yöntem ve Teknikleri”, ISBN: 978-975-06-1309-8, Anadolu Üniversitesi Yayınları, Eskişehir
- Yorke D.A., Meehan Sean A. (1986), “ACORN in the Political Marketplace”, European Journal of Marketing, Vol:20 Iss:8, pp.63-76
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | April 21, 2017 |
| Published in Issue | Year 2017 |