Politik Pazarlama Karmasına Kavramsal Ve Güncel Bir Bakış

Politik pazarlama kapsamında seçmenin karar verme süreci, pazarlamanın özünde yaşanan değişime paralel olarak yıllar içerinde ciddi anlamda farklılaşmaya uğramıştır. Bu durum karşısında seçmeni arzu edilen yönde hareket ettirebilmek amacıyla politik pazarlama da kendini güncellemek durumunda kalmıştır. Son yıllarda, gerek ulusal, gerek bölgesel ve gerekse küresel anlamda yaşanan ve etkileri itibariyle tüm dünyayı ilgilendiren siyasal, kültürel, ekonomik, teknolojik ve sosyal gelişmeler ortaya çıkmıştır. Kitlelerin birbirini etkileme gücüne sahip olduğu, bilginin çığ gibi büyümekle kalmayıp erişim açısından son derece kolay hale geldiği bir ortamda seçmenin karar verme noktasında etkileyen sayısız faktör olduğu gerçeği de her geçen gün ağırlığını iyice hissettirmektedir.kompleks yapısına yönelik değişim olgusu dikkate alınmıştır. Karma elemanlarının güncel kavramsal boyutu ortaya konmaya çalışılmıştır. Her biri ayrı bir çalışma konusu olacak karma elemanlarının farklılığı ve özgünlüğü vurgulanmaya ve kavramsal bir çerçeve ortaya konulmaya çalışılmıştır.

An Updated and Conceptual Aspect to the Political Marketing Mix

The decision making process of voters within the context of the political marketing has been undergoing a transformation and development process as parallel to the gradual changes on the core of marketing. In such a circumstance, the political marketing has also been forced to update itself in order to canalize voters to the desired direction. Recently, there are ongoing political, cultural, economic, technological and social changes on the national, regional and also on the global level that have a global influence. Thus, one should face the reality that there are numerous factors acting upon the voter's decision in an environment where there is vast amount of information which is easily accessible, and the masses can influence one another. In this respect, this study focuses on the complicated nature of political marketing mix elements with regard to the concept of change. Thus, it aims to highlight the up-to-date position of mix elements on a conceptual basis. Therefore, this study presents the differences and authenticity of the mix elements, which stand as a research topic by itself, in a conceptual framework.

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