Strategic Marketing of Political Entity in Market Virtualization Context
Strategic Marketing of Political Entity in Market Virtualization Context
Author(s): Michał Jaśniok, Krystyna ŚliwińskaSubject(s): Politics, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Marii Curie-Sklodowskiej
Keywords: strategy; management; politics; virtualization; cyberdemocracy;
Summary/Abstract: The following study is based on the theoretical considerations and qualitative survey to develop hypotheses about the influence of the new regime type – cyberdemocracy – on the management of the political party. This research provides important perspective on the role of strategic management in the context of political parties’ behaviour. Results from the study indicate the connection between the party’s position (competitive, market and strategic) and its key strategic choices. Using a grounded theory research method, adapted techniques of strategic analysis are proposed. The presented information expands the knowledge about the planning of marketing activities of the parties in the new communication environment.
Journal: Annales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia
- Issue Year: LI/2017
- Issue No: 2
- Page Range: 105-112
- Page Count: 8
- Language: English