1. There are two classifications of political marketing theory: political marketing theory and political marketing management theory.
2. Political marketing theory represents the conceptual-theoretical aspects, while political marketing management theory refers to structured activities for political marketing.
3. Models of political marketing discussed include Kotler and Kotler's candidate marketing map model, Niffenegger's political marketing process, Reid's marketing the political product, Harris's modern political marketing, Newman's political marketing model, and Lees-Marshment's theory of comprehensive political marketing.
1. There are two classifications of political marketing theory: political marketing theory and political marketing management theory.
2. Political marketing theory represents the conceptual-theoretical aspects, while political marketing management theory refers to structured activities for political marketing.
3. Models of political marketing discussed include Kotler and Kotler's candidate marketing map model, Niffenegger's political marketing process, Reid's marketing the political product, Harris's modern political marketing, Newman's political marketing model, and Lees-Marshment's theory of comprehensive political marketing.
1. There are two classifications of political marketing theory: political marketing theory and political marketing management theory.
2. Political marketing theory represents the conceptual-theoretical aspects, while political marketing management theory refers to structured activities for political marketing.
3. Models of political marketing discussed include Kotler and Kotler's candidate marketing map model, Niffenegger's political marketing process, Reid's marketing the political product, Harris's modern political marketing, Newman's political marketing model, and Lees-Marshment's theory of comprehensive political marketing.
1. There are two classifications of political marketing theory: political marketing theory and political marketing management theory.
2. Political marketing theory represents the conceptual-theoretical aspects, while political marketing management theory refers to structured activities for political marketing.
3. Models of political marketing discussed include Kotler and Kotler's candidate marketing map model, Niffenegger's political marketing process, Reid's marketing the political product, Harris's modern political marketing, Newman's political marketing model, and Lees-Marshment's theory of comprehensive political marketing.
MARKETING POLITIK ANDI SUWARKO TEORI MARKETING POLITIK
Teori Marketing Politik Diklasifikasi Menjadi Dua
Yakni: 1.Political Marketing Theory. 2.Political Marketing Management Theory. Penjelasan Political marketing theory merepresentasikan aspek konseptual-teoritis.
Political marketing management theory menunjuk
pada aktifitas yang terstruktur (activities are structured) untuk pemasaran politik. TEORI MARKETING POLITIK 1. Model of a Candidate’s Marketing Map Philip Kotler dan Neil Kotler. 2. Proses Marketing Politik Niffenegger. 3. Marketing the Political Product (David Reid’s). 4. Harris’s Modern Political Marketing. 5. Newman’s Model of Political Marketing 6. Lees-Marshment's Theory of Comprehensive Political Marketing Model of a Candidate’s Marketing Map Model Pemetaan Pemasaran Kandidat Dikemukakan Oleh Philip Kotler Dan Neil Kotler (1999). Isi Teori Ini Adalah Ada Enam Tahapan/Proses Aktifitas Pemasaran Yang Berhubungan Dengan Kampanye Politik Yaitu: Model of a Candidate’s Marketing Map 1. Environmental Research. 2. Internal & eksternal assesment analysis. 3. Strategic marketing. 4. Goal setting & campaign strategy. 5. Communication, distribution, & organizing plan. 6. Key markets & outcomes. Proses Marketing Politik Niffenegger Niffenegger (1990) Menjelaskan Proses Marketing Politik Melalui Beberapa Tahapan Yaitu: 1.Analisis Lingkungan (Environmental Analysis), 2.Strategic Tools Seperti Research Pasar. 3.The “Mix” Of Variables (Product, Promotion, Place And Price) Dalam Mendesain Kampanye Politik. Marketing the Political Product (David Reid’s) Reid’s Mengemukakan “Buying Decision Process” (Voting Decision Process Dalam Kontek Politik) Melalui Beberapa Tahapan Yaitu: 1.Problem Recognition 2.Information Search (Sumber Informasi: Tv, Radio, Koran, Majalah, Situs Internet Dsb). 3.Alternatif Evaluation (Kriteria: Motivasi). 4.Purchase Decision. Attitudes Of Others, Unexpected Situational Factors. 5.Post-purchase Behavior (Satisfaction Of Voters). Harris’s Modern Political Marketing Harris Mengemukakan Elemen Kunci Kampanye Politik Modern Meliputi: 1.The Personalization of Politics. (The Relationship Voters With Individual Candidate). 2.The Politician Images. (Issues In Election) 3.The Role of Public Relation. (Mass Media, Voters) 4.The Scientificization of Politics. (Expert, Consultant) Harris’s Modern Political Marketing The Personalization of politics. (the relationship voters with individual candidate). The Politician images. (issues in election, party image, leader image, policy commitments) The role of public relation. (advertising, direct mail, publics relation, debates, pseudo-event planned) The scientificization of politics. (expert, consultant) Newman’s Model of Political Marketing 1.Political Marketing Campaign (Market Segmentation, Candidate Positioning, Strategy Formulation & Implementation) And Political Campaign (Preprimary Stages, Primary Stages, Convention Stage, General Electon Stage). 2.Environmental Focus 3.Candidate Focus: Party Concept, Product Concept, Selling Concept, Marketing Concept. Lees-Marshment's Theory of Comprehensive Political Marketing (CPM)
Lees konsisten mengembangkan konsep produk
dalam marketing ekonomi. Pemasaran politik komprehensif didasarkan pada lima prinsip fundamental yaitu: Pertama, CPM lebih dari sekedar komunikasi politik. Penerapan pada seluruh perilaku dan aktifitas organisasi politik, tidak hanya kampanye politik, tetapi juga cara/jalan produk didesain. Lees-Marshment's Theory of Comprehensive Political Marketing
Kedua, CPM menggunakan konsep marketing, tidak hanya
tekniknya. Ketiga, termasuk elemen-elemen dalam ilmu politik digunakan dan diadaptasi sebagai pengetahuan untuk maksud/tujuan pemasaran. Keempat, mengadaptasi teori marketing ke dunia/wilayah politik. Kelima, penerapan marketing pada semua perilaku organisasi politik, termasuk interest groups, politik, sektor publik, media, parlemen, dan pemerintahan lokal as well as partai dan kandidat. Lees-Marshment's Theory of Comprehensive Political Marketing
Produk adalah perilaku komplek partai yang
terepresentasi sepanjang waktu, pada semua level tindakanya. Produk meliputi: leader, anggota parlemen, kandidat, representasi dalam pemerintahan, anggota partai, pengurus/pejabat partai, simbol, statuta, aktifitas dan kebijakan partikular yang mengatur perilaku.