Politik Pazarlama Sürecine İlişkin Kavramsal Bir Model: 3P Modeli

Abstract

The purpose of this study is to develop a conceptual model that defines political marketing process. To achieve this purpose political actors, political marketing mix and political choice have been identified as fundamental variables of the political marketing process by reviewing the national and international literature. Various environmental factors are also included in the model to explain the role of these factors in the political marketing process In the model, political actors are defined as political parties and politicians, and are described as service providers that provide political offering to voters. Values such as ideology, culture, identity, and competencies such as financial and human resources are described as effective background factors on the activities and policies of political actors. The components of the political marketing mix included in the model are political offering, political communication, and political price. Political actors and background factors are extracted from the definition of political offering and evaluated under a separate title, which makes it possible to refine the definition of political offering, thus the political offering is only explained by policies and promises. The Voter’s Choice Behavior Model has been adapted to explain the political choice. There are no empirical studies on the variables in the model, but some proposals for explaining the relationship between the variables are given. With the developed 3P Model, a marketing definition unique to political marketing was made, political actors and political offering were separated to define a refined political offering and the fundamental variables of the political marketing process were identified. It is expected that the model will fill both the gaps in the literature and contribute to the marketing efforts of political actors.