Systems Analysis of Political E-Marketing and Personal Branding in the USA Presidential Elections of 2016
Systems Analysis of Political E-Marketing and Personal Branding in the USA Presidential Elections of 2016

Summary/Abstract: Upon elaboration on the historical origins, with ontological and taxonomic analysis of the current business, political and technological terminology in use today, this work presents an analysis of the strategic approach to the use of the modern information and communication technology (ICT), of the Internet and electronic commerce in political campaigns of marketing and promotion of particular ideological views, as well as in the personal branding of politicians, with the special attention to the presidential elections. Particular example analyzed was the case of the 2016 presidential elections in the United States, which was one of the most illustrative cases showing how cyber technology based electronic marketing could be applied and how it was used by the winner of the elections President Donald Trump. Based on systems analysis and theory of communication protocols, this work also presents a unique formal general definition of marketing with its application to political marketing in a democratic process. In the context of the defined hybrid marketing, the use of the inbound political marketing with the reversed direction of marketing communications, not towards the voter but towards the candidate, has been identified as an original and effective approach to planning and execution of political e-marketing activities.

• Details
• Contents