Strategic Marketing of Political Entity in Market Virtualization Context

Full text

DOI:10.17951/h.2017.51.2.105
ANNALES
  
LUBLIN – POLONIA
VOL. LI, 2 SECTIO H 2017
University of Economics in Katowice

jasniok@interia.pl

krystyna.sliwinska@wp.pl
Strategic Marketing of Political Entity
in Market Virtualization Context

Key words
Słowa kluczowe
JEL codes: M31; D72; D73
Introduction


-





-


Pobrane z czasopisma Annales H - Oeconomia http://oeconomia.annales.umcs.pl
Data: 05/09/2017 12:31:26
UMCS

106  


  


   

marketing activities of the parties.
1. Theoretical background
1.1. Cyberdemocracy as a new evolutional stage of the political market



 -

-

1














1
       



     

Pobrane z czasopisma Annales H - Oeconomia http://oeconomia.annales.umcs.pl
Data: 05/09/2017 12:31:26
UMCS

     107
 


 




political organization voter

the political

voter
Traditional space of relations


Civil spurt

societies’ creation – at the local level,

political
organization
Negotiations and transactions
-


Civil lobbing





   


  















Pobrane z czasopisma Annales H - Oeconomia http://oeconomia.annales.umcs.pl
Data: 05/09/2017 12:31:26
UMCS

108  
2. Research design and methodology

  
-
   
 


-



-



  -




3. Findings




intensive selective 

-
cation of
the political
contents
-
keting
Intensive mass
propaganda
-
ners in mainstream
political portals

Propaganda pressure on the
attractive segment of electors



creating a segment of receivers
Hardening of iron
electorate

access to a certain


-
ing
Full information
Openness

for every elector
Infoline
Building a community
Social portals
Exclusive contact





Pobrane z czasopisma Annales H - Oeconomia http://oeconomia.annales.umcs.pl
Data: 05/09/2017 12:31:26
UMCS

     109

 


-





political environment

 

of emotions



of emotions


Voter’s
activity in
search for
the political
contents
high political

RSS channel chat,

party newsletter

low

telemarketing
viral marketing,

SMS service,
especially the re-








 









 




Pobrane z czasopisma Annales H - Oeconomia http://oeconomia.annales.umcs.pl
Data: 05/09/2017 12:31:26
UMCS

110   



Conclusion







-





-

-

   


   




  
   
 
 
-
 




Pobrane z czasopisma Annales H - Oeconomia http://oeconomia.annales.umcs.pl
Data: 05/09/2017 12:31:26
UMCS

     111
 


-


Bibliography
 Communicating Global Activism 

 Making Brand Portfolios Work  -

Towards Cyber-Democracy: True Representation

2001, pp. 287–288.
Internet Politics: States, Citizens, and New Communication Technologies

 Introduction: Blogs, Politics and Power: A Special Issue of Public Choice,

The Politics of State Legislature Web Sites: Making E-Government More
Participatory
Internal Marketing as a Change Management Tool: A Case Study in
Re-Branding
Rebooting American Politics. The Internet Revolution 

Media, Democracy and GovernanceKnowledge Democracy. Consequences for Science,
Politics, and Media
Marketing polityczny w środowisku wirtualnym
Strategic Marketing Planning: A Twenty-First Century Perspective

Keeping Both the Baby and the Bathwater: Scoping a New Model of Political Marketing Commu-
nication
Networked ICT to Foster e-Democracy?

O’Leary, Ch., Rao, S., Perry, Ch., Improving Customer Relationship Management Through Database/
Internet Marketing. A Theory-Building Action Research Project

Rosen, Ch., Virtual Friendship and the New Narcissism 

Virtual Environments as Situated Techno-Social Performances. Virtual West Cambridge
Case-Study, the 15
th
   

Shinkai, I., Naito, K., Regional Management and e-Democracy in the Information Society: Communica-
tions among Citizens and Ofcials on the Website Provided by Local Governments for Good Local
Management Digital Economy and Social Design    

Pobrane z czasopisma Annales H - Oeconomia http://oeconomia.annales.umcs.pl
Data: 05/09/2017 12:31:26
UMCS

112   
Macrowikinomics. Rebooting Business and the World

E-Democracy: The Political Culture of Tomorrow’s CitizensNext
Generation Society. Technological and Legal Issues


Strategic Marketing of Political Entity in Market Virtualization Context
-


 



Strategiczne zarządzanie podmiotem politycznym w kontekście wirtualizacji rynku


-


     

Pobrane z czasopisma Annales H - Oeconomia http://oeconomia.annales.umcs.pl
Data: 05/09/2017 12:31:26
UMCS
Powered by TCPDF (www.tcpdf.org)