The “marketing party” as a model for the development of contemporary political parties.

Roč.8,č.2–3(2006)

Abstrakt
This article discusses one model type of political party – the idea of a “marketing party”. The term marketing party (based on the model of a market-oriented party) applies to newly rising parties offering a political product characterized by flexibility and readiness to adjust to the changing expectations of voters. Marketing parties should be understood as a product, designed to answer voter expectations, and appropriately modified to them – in this way marketing parties make profound use of marketing theories. The following text aims to assess the extent to which the establishment of a marketing party model is necessary, and to test the degree to which this model might be adequate for the political entities present today. This paper also tries to explain the consequences of the marketing concept of political parties, and the way this concept influences people’s understanding of the political environment. Another question is whether this tendency represents an opportunity for the renewal of modern democracy.

Klíčová slova:
marketing party; political party; marketing theories;
Reference

Aberbach J. – Putnam R. – Rockman B. (1981): Bureaucrats and Politicians in Western Democracies. Cambridge.
Altkorn J. (ed., 2003): Podstawy marketingu. Kraków.
Antoszewski A. – Herbut R. (1997): Demokracje zachodnioeuropejskie. Analiza porównawcza. Wrocław.
Bobbio N. (1996): Left and Right, Cambridge. In: Giddens A. (1999): Trzecia droga. Odnowa socjaldemokracji. Warszawa.
Bongrand M. (1986): Le Markrting Politique. Quoted in: M. Mazur (2004), op.cit, Warszawa.
Bruce B. (1992): Images of Power: How the Image Makers Shape Our Leaders, London. In: Pietraś Z. J. (1995): Decydowanie polityczne. Warszawa-Kraków.
Bucy E. P. – Gregson K. S. (2001): Media participation. A legitimizing mechanism of mass democracy. New media & society, Vol. 3 (3).
Bulak P. (2001): Wykorzystanie internetu w marketingu politycznym. In: Marketing i rynek, 6.
Butler P. – Collins N. (1996): Strategic analysis in political markets. European Journal of Marketing, Vol. 30, No. 10-11, pp. 32-44, cyt. za: J. Lees – Marshment (2001a): The product, sales and market oriented-party. How Labour learnt to market the product, not just a presentation. Journal of Marketing, Vol. 35, No. 9/10.
Clark T. N. – Lipset S. M. (1991): Are Social Classes Dying? In: International Sociology, Vol. 6, No. 4. In: Grabowska M. (2004): Podział postkomunistyczny. Społeczne podstawy polityki w Polsce po 1989 roku. Warszawa.
Coleman J. (1996): Party Decline in America. Princeton.
Conway, M. M. (2000): Political Participation in the United States, Washington, DC: CQ Press. Quoted in: Bucy E. P. – Gregson K. S., (2001): Media participation. A legitimizing mechanism of mass democracy. In: New media & society, Vol. 3 (3).
Croci O. (2001): Berlusconi’s triumph. Language and politics in Italy: from Moro to Berlusconi. In: Journal of Modern Italian Studies, Vol. 6 (3).
Cwalina W. (2000): Telewizyjna reklama polityczna. Lublin.
Cwalina W. – Falkowski A. (2005): Marketing polityczny: perspektywa psychologiczna. Gdańsk.
Dalton R. J. – Wattenberg M. P. (1993): The not so simple act of voting. In: Cwalina W.: Telewizyjna reklama polityczna. Towarzystwo Naukowe KUL 2000, p. 59.
Dalton R. J. – Wattenberg M. P. (2002): Parties Without Partisans. Oxford University Press.
D’Anna S. E. – Moncalvo G. (1994): Berlusconi in Concert. London.
Downs A. (1987): An Economic Theory of Democracy. New York.
Drzycimski A. (1996): Sztuka kształtowania wizerunku. Warszawa.
Dzwończyk J. (2000): Populistyczne tendencje w społeczeństwie postsocjalistycznym, Toruń
Farrell D. M. – Webb P. (1998), Political Parties as Campaign Organizations, “Centre for the Study of Democracy”, March 13-14.
Fedel G. (1999): Saggi sul linguaggio e l’oratoria politica, Milan, in: Osvaldo Croci, O. (2001): Berlusconi’s Triumph. Language and politics in Italy: from Moro to Berlusconi, in: “Journal of Modern Italian Studies”, Vol. 6 (3).
Foxall G. R. – Goldsmith R. E. (1998): Psychologia konsumenta dla menadżera marketingu, Warszawa.
Friedrich C. (1968): Constitutional Government and Democracy: Theory and Practice in Europe and America, Waltham, Mass, in: Mair P. (1997): Party System Change, Approaches and Interpretations, Oxford.
Giddens A. (1999): Trzecia droga. Odnowa socjaldemokracji. Warszawa.
German Constitution of 23 May 1949, with subsequent changes, on-line: (http://www.lib.byu.edu/-rdh/eurodocs/germ/ ggeng.html), accessed on 29.09.2005.
Grabowska M. (2004): Podział postkomunistyczny. Społeczne podstawy polityki w Polsce po 1989 roku, Warszawa.
Guarfasova O. – Velsic M. (2003): Prvovolici a druhovolici vo volebnej kampani 2002-part 1, on-line: (www.IVO.sk), 10.03.2003.
Gunther R. – Diamond L. (2001): Types and Functions of Parties, in: Diamond L. – Gunther R. (eds.): Political Parties and Democracy, Baltimore-London.
Holmes L. (1997): Post-Communism. An Intrduction, Oxford, in: “Journal of Modern Italian Studies”, Vol. 6 (3).
Inglik-Dziąk D. (2000): Jak skonstruować skuteczny przekaz reklamowy, in: „Marketing i rynek”, 11.
Jabłoński A. – Sobkowiak L. (eds., 2002): Marketing polityczny w teorii i praktyce, Wrocław.
Kirchheimer O. (1996): The Transformation of West European Party Systems, in: Mair P. (1997): Party System Change, Approaches and Interpretations, Oxford.
Kollar M. – Meseznikov G. (eds., 2000): Slovensko 2000. Suhrna sprava o stave spolocnosti,, Bratislava.
Kotler P. (1994): Marketing: analiza, planowanie, wdrażanie i kontrola, Warszawa.
Kotler P. – Anderson A. R. (1987): Strategic marketing for Nonprofit Organisations, Englewood Cliffs.
Kotler P. – Levy S. (1969): Broadening the concept of marketing, “Journal of Marketing”, Vol. 33, No. 1, in: Lees – Marshment J. (2001a): The product, sales and market oriented-party. How Labour learnt to market the product, not just a presentation, “Journal of Marketing”, Vol. 35, No. 9/10.
Kotler, P. – Armstrong, G. (2001): Principles of Marketing, 9th Ed. New Jersey, Prentice Hall, in: Lilleker D.G. – Negrine R.: Mapping a market-orientation: can we only detect political marketing through the lens of hindsight?, on-line: (http://sherpa.bl.uk/10/01/PMLillekerNegrine.pdf), 10.04.2006.
Kowalik T. (2001): Spory wokół Nowej Trzeciej Drogi, Warszawa.
Kristofik M. (2003): Ideove a programove vymedzenie strany SMER, on-line: (http://www.cepsr.cz/clanek.php?ID=80), 20.02.2003.
La Palombara J. (1987): Democracy Italian Style, Yale University Press, in: Croci O. (2001): Berlusconi’s Triumph. Language and politics in Italy: from Moro to Berlusconi, in: “Journal of Modern Italian Studies”, Vol. 6 (3).
Lees-Marshment J. (2001a): The product, sales and market oriented-party. How Labour learnt to market the product, not just a presentation, “Journal of Marketing”, Vol. 35, No. 9/10.
Lees-Marshment J. (2001b): The marriage of Politics and Marketing, “Political Studies”, Vol. 49.
Lehmbruch G. (1977): Liberal Corporatism and Party Government, “Comparative Political Studies”, No. 10/1.
Lewis P.G. (2000): Political Parties in Post-Communist Eastern Europe, Routledge, London-New York.
Lippmann, W. (1927) The Phantom Public. New York: Macmillan, quoted in: E. P. Bucy – K. S. Gregson (2001): Media participation. A legitimizing mechanism of mass democracy, in: “New media & society”, Vol. 3 (3), p. 361.
Mair P. (1997): Party System Change, Approaches and Interpretations, Oxford.
Mazur M. (2005): Marketing polityczny: studium porównawcze prezydenckich kampanii wyborczych w USA i w Polsce, Warszawa.
Muszyński J. (1999): Marketing polityczny, Warszawa.
Muszyński J. (2002): Leksykon marketingu politycznego, Wrocław.
Newman B. (1996): The Marketing of the President: Political Marketing as Campaign Strategy, Sage, Thousand Oaks.
Newman, B. I. (1999): The Handbook of Political Marketing. London, Sage, pp. 259-282, in: Lilleker D. G. – Negrine R.: Mapping a market-orientation: can we only detect political marketing through the lens of hindsight? , on-line: (http://sherpa.bl.uk/10/01/PMLillekerNegrine.pdf), 10.04.2006.
Niffenegger P. (1989): Strategies for success from the political marketers, „Journal of Consumer Marketing”, Vol. 6, No. 1.
O’Cass A. (1996): Political marketing and the marketing concept, „European Journal of Marketing”, Vol. 30, No. 10-11, pp. 45-61.
Panebianco A. (1988): Political Parties: Organization and Power, Cambridge, in: Gunther R. – Ramón-Montero J. – Linz J. J. (2002): Political Parties Old Concepts and New Challenges, Oxford University Press.
Parks T. (1992): Italian Neighbours or a Lapsed Anglo-Saxon in Verona, New York, Fawcett Columbine Books, in: Osvaldo Croci, O. (2001): Berlusconi’s Triumph. Language and politics in Italy: from Moro to Berlusconi, in: “Journal of Modern Italian Studies”, Vol. 6 (3).
Pawełczyk P. – Piontek D. (1999): Socjotechnika w komunikowaniu politycznym, Poznań.
Pedersen M. N. (1982): Towards a New Typology of Party Lifespans and Minor Parties, SPS, Vol. 5 (1), in: Antoszewski A. – Herbut R. (1996): Systemy partyjne w Europie Zachodniej – ciągłość i zmiana. Studium porównawcze, Wrocław.
Pietraś Z. J. (1995): Decydowanie polityczne, Warszawa-Kraków.
Römmele A. (2003): Political Parties, Party Communication and New Information and Communication Technologies, “Party Politics”, Vol. 9. No. 1.
Sackman A. (1996): The learning curve towards New Labour: Nail Kinnock’s corporate party 1983-1992, „European Journal of Marketing”, Vol. 30, No. 10-11, pp. 147-58.
Sartori G. (1976): Parties and Party Systems. A Framework for Analysis, London: Cambridge University Press, in: Roemmle A. (2003): Political Parties, Party Communication and new Information and Communication Technologies, “Party Politics”, Vol. 9. No. 1.
Sartori G. (1998): Teoria demokracji, Warszawa.
Scammell, M. (1995): Designer Politics. London, Macmillan, in: Lilleker D.G. – Negrine R.: Mapping a market-orientation: can we only detect political marketing through the lens of hindsight?, on-line: (http://sherpa.bl.uk/10/01/ PMLillekerNegrine.pdf), 10.04.2006.
Schattschneider E. E. (1942): Party Government. New York, in: Dalton R.J. (ed., 2002): Parties Without Partisans. Political Change in Advanced Industrial Democracies, Oxford University Press.
Slovenske volby 2002 – prekroceni Rubikonu?, in: roc. IV, c. 4, podzim 2002, p.1.
Staniszkis J. (2001): Postkomunizm. Próba opisu, Gdańsk.
Szczerbiak A. (2001): Cartelisation in Post-Communist Politics: State Party Funding in Post-1989 Poland, in: “Perspectives on European Politics and Society”, Vol. 2:3.
Tambini D. (1999): New media and democracy. The civic networking movement, in: “New media & society”, Vol. 1 (3).
Thomas M. J. (ed., 1998): Podręcznik marketingu, Warszawa.
Tokraczyk R. (1998): Współczesne doktryny polityczne, Zakamycze.
Ware A. (1996): Political Parties and Party Systems, Oxford University Press.
Wiszniowski R. (2000): Marketing wyborczy: studium kampanii wyborczych w systemach prezydenckich i semiprezydenckich. Finlandia, Francja, Polska, Stany Zjednoczone, Wrocław.
Wring D. (1994-1995): Political marketing and organisational development: the case of the Labour Party in Britain, „Research Paper in Management Studies”, No 12.
Wring D. (1996): Political marketing and party development in Britain: a „secret history”, „European Journal of Marketing”, Vol. 30, No. 10-11.

Press

"Kto będzie rządził na Litwie?" Monday, 25 October 2004, PAP 14:05.
“Narodna obroda”, 30.11.1999.
Duharvel A., in: L’Espresso, 25 March 1994; “Corriere della Sera”, 1 April 1994; “L’Europeo”, 6 April 1994; “L’Indipendente”, 7 July 1994.
Gianni P., La Stampa, 9 June 1994.
Jędrysik M. – Wojciechowski M. (2003): Dwugłowiec. Wklęsły i wypukły, in: „Gazeta Wyborcza”, 08.12.2003.
Komar J. J.: W niedzielę druga tura wyborów na Litwie Uspaskich goni głosy, „Gazeta Wyborcza”, 23.10.2004-24.10.2004.
Mannheimer R.: Il marketing del Cavaliere, “Corriere della Sera”, 6 August 1998.
Milewicz E. – Sandecki M.: Ponad podziałami.pl, in: „Gazeta Wyborcza”, 09.05.2005.
Sartori G., ”Il Manifesto”, 21 May 1994.
Zagrodzka D.: Niemcy w strachu i rozchwianiu, in: ”Gazeta Wyborcza”, 24-25.09.2005.

Metriky

1747

Views

172

PDF (English) views

1197

HTML (English) views