PROBLEM DEFINIOWANIA MARKETINGU POLITYCZNEGO
The Issue of Defining Political Marketing

Summary/Abstract: The paper is dedicated to an analysis of problems related to defining the concept of political marketing. Following an overview of selected definitions found in the Polish literature on the subject, the Author presents a conception within which political marketing is taken to constitute a set of intentional activities aimed at shaping political behaviour. References to concrete examples of behaviour registered during past political campaigns serve to illustrate dangers resulting from unrestrained operation of scientific categories. This approach stresses these elements which are crucial for a scientific character of marketing activities. In Poland – a country of systemic transformation, rooted in historical experiences different from the experience of Western European countries, this is of paramont importance since the practice shows that simple implementation of foreign models is not possible. According to the Author, the definition of political marketing should contain the crucial element of reflexivity of the implemented action and their complexity. Not including these aspects in definitions of political marketing verges on error since it leads to too broad drawing of the boundaries of the research field.

• Details
• Contents