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Предизвикателството на политическия маркетинг
The Challenge of Political Marketing

Author(s): Lada Kushovska
Subject(s): Social Sciences
Published by: Институт по философия и социология при БАН

Summary/Abstract: This publication is a part of an extensive study on the essence and definition of the political marketing as a conception and profession. The issue of Political marketing in the context of the formation and the inculcation of the institutions and mechanisms of the democratic process reflect in the former socialist countries, as well as in Bulgaria, having an enormous practical significance. The author points out that the Political marketing, as a subject of the theory for mobilization of the voters, is a comparatively new conception — mix, even for the developed democracies. In this sense, each attempt for the development of the theory and practice of the Political marketing to a certain extent could be called „initial” for the studying of the phenomenon. As a theory the Political marketing is a branch of the Common marketing, where a very few people are supposed to work, who often do not publish their knowledge, because it's worth millions. From another point of view, the political practice presents to the public a lot of its unsolved problems. Particularly valuable of the article are the summing up and the analysis of the accessible literary sources of the first generation of the 60s, as well as the conditional second generation of the 80s. The author also dwells on a number of issues related to the interactions between the Commercial and the Political marketing. An opinion is expressed that the Commercial marketing is covered to a great extent by the Political marketing. On the other hand, the specific field of activity of the Common marketing is viewed as a fundament for the formation of the subject of the Political marketing. Lada Kushovska's article gives an interesting information about the history of the Political marketing. She expresses the opinion that the Political marketing does not coincide with the political communication, but more likely ratifies itself as a new and modern means of political communication. The author analyses in details one of the most important parts of the marketing strategy — the Political advertisement. The idea that the Political advertisement is an integral part of the application of the Political marketing in the sphere of the Political practice, is inculcated. The common points between the Political and the Social marketing are shown and explained by means of a parallel between the two subjects. The issue of the chronological differentiation of the Political marketing has an important place in the analysis. The problem about the challenge remains opened according to the author: politics means to develop society. Marketing specialists cannot develop society without explaining to it what will happen. This is a never ending process.

  • Issue Year: 25/1993
  • Issue No: 1
  • Page Range: 47-55
  • Page Count: 9
  • Language: Bulgarian