http://hdl.handle.net/20.500.12128/21579
Title: | Marketing polityczny w Polsce na (populistycznym) rozdrożu |
Authors: | Kolczyński, Mariusz |
Keywords: | political marketing; electoral strategies; populism |
Issue Date: | 2018 |
Publisher: | Katowice : Wydawnictwo Uniwersytetu Śląskiego |
Citation: | A. Czyż, S. Kubas (red.), "Na drodze do wyjaśnienia problemów politycznych : księga jubileuszowa ofiarowana profesorowi Markowi Barańskiemu" (S. 675-689). Katowice : Wydawnictwo Uniwersytetu Śląskiego |
Abstract: | 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 |
Appears in Collections: | Książki/rozdziały (WNS) |
File | Description | Size | Format | |
---|---|---|---|---|
Kolczynski_Marketing_polityczny_w_Polsce_na_populistycznym_rozdrozu.pdf | 583,36 kB | Adobe PDF | View/Open |
Uznanie autorstwa na tych samych warunkach 3.0 Polska Creative Commons License