Political Marketing and Management


  • Silviu Matei
  • Gabriel Sebe

This program is aimed at defining the conceptual framework needed to understand the transactions between a political entity and citizens, to grasp all the implications and meanings evolving from such transactions in a democratic environment. Effectiveness and efficiency in a political context are the ultimate expression of responsibility assumed through the transaction of voting.


Efficiency, Impact, Competence in Political Marketing 

Given the recent evolution of political processes, a new theoretical and applied perspective needs to be designed for examining the relationship between citizens, the corporate, political and government environments within societies. Competence, efficiency and impact are notions that need to be addressed for each of the above. Through the interaction between political marketing, political science, the theory of democracy and economics, a deeper understanding of persuasion mechanisms - perception, social learning and reputation management – will be sought.


Estimating Citizen Insight

The previous component will be extended in the sense of developing new models, methodologies and tools for evaluating current and future trends in political marketing subspaces. It is neither possible nor desirable to treat the relationship between constitution, law and social norm only from an economic marketing perspective. This is why, following the work of Philip Converse and Milton Rokeach’s, within this component, human attitudes, opinions, values, beliefs and behavior will be given significant attention. Thus this component will approach citizen insight and the concept of responsibility from a wider political marketing perspective.


Innovation in Political Marketing

Inherent to the idea of marketing, the process of social innovation develops in a social setting involving collective and individual dimensions from the first stages of strategy right through implementation. However, having in mind the previous components, the specifics of political marketing prompt us to treat social innovation as a socio-political process. The focus will be placed on the valuable insights stemming from the writings of Leibniz, namely the problem of the knowledge gap. Contributions from Merton, Usher and Xenopol, as well as new insights applicable to today’s information society by Tichenor, Donohue or Olien will receive proper attention. All of these are meant to converge towards an understanding of such concepts as invention and innovation with the tools of political marketing.


InfoSpheres and Political Marketing

Georg Simmel‘s compelling theory about the persistence of human groups creates the necessity for introducing in the social sciences the concept of heterogeneity based on the writings of Leibniz. The theories of social networks represent a good starting point for a necessary theory of human networks, understood as the subjacent theoretical and applied setting dealing with transaction – the pivot of political marketing – and with the evolution of human values and social norms. We believe that the transdisciplinary spirit of political marketing requires a thorough incorporation of the notion of human network.


Mathematical Invention for Political Marketing

This component represents the implicit necessary background for political marketing models based on mathematical thought. Its necessity goes back to the most celebrated problems of economic marketing: Markovian modeling and the meaning of simulation for decision processes in Kotler’s work; multivariate models signification in the works of Sheth; attitudes prediction on Ajzen-Fishbein models developed by Warshaw; the epistemological dimension of Newman etc. In addition to these, there are new directions that prompt us to believe in designing a mathematical background for political marketing. The Johnson segmentation based on projective geometry concepts; the path dependent setting requested by memory influence processes; Hunt’s epistemic synthesis and many others. These will be directions of study for this component. 


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