http://hdl.handle.net/20.500.12128/21579
Tytuł: | Marketing polityczny w Polsce na (populistycznym) rozdrożu |
Autor: | Kolczyński, Mariusz |
Słowa kluczowe: | political marketing; electoral strategies; populism |
Data wydania: | 2018 |
Wydawca: | Katowice : Wydawnictwo Uniwersytetu Śląskiego |
Źródło: | A. Czyż, S. Kubas (red.), "Na drodze do wyjaśnienia problemów politycznych : księga jubileuszowa ofiarowana profesorowi Markowi Barańskiemu" (S. 675-689). Katowice : Wydawnictwo Uniwersytetu Śląskiego |
Abstrakt: | The course of competition during election campaigns in both stable and new democracies leads to conclusions about the political/electoral triumph of the populist election offer. Considering “electoral populism” as a specific type of marketing strategy, one can indicate basic factors of systemic, social and communication-media nature, which condition the observed strategic reorientation of political entities. This turn of events has a significant impact on the effectiveness of election campaigns, fostering the process of developing a political brand - thanks to professional communication activities aimed at maintaining market relations based on mutual trust, a community of recognized values and strong emotional bonds, while at the same time distinguishing precisely and distinctly from political competitors. |
URI: | http://hdl.handle.net/20.500.12128/21579 |
ISBN: | 978-83-226-3392-2 978-83-226-3393-9 |
Pojawia się w kolekcji: | Książki/rozdziały (WNS) |
Plik | Opis | Rozmiar | Format | |
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Kolczynski_Marketing_polityczny_w_Polsce_na_populistycznym_rozdrozu.pdf | 583,36 kB | Adobe PDF | Przejrzyj / Otwórz |
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