Political Marketing and its efficacy. Case Political Party United Russia.
Abdullaeva, Aitadzh (2017)
Abdullaeva, Aitadzh
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120619978
https://urn.fi/URN:NBN:fi:amk-2017120619978
Tiivistelmä
Marketing is a set of activities designed to mediate and optimize any interaction that has to do with exchange. This set of practices had been adapted to satisfy political needs of Western countries nearly 75 years ago whereas Russian political marketing is at best only 28 years old. However, the practical needs and political competition had caused it to develop very rapidly. The party United Russia has reached supermajority a matter of several years after its creation and successfully maintains its position: its approval rating is still rising with roughly a half of Russian citizens supporting the party. Thus, there arised a research problem to identify the main features of efficient political marketing that are exemplified by United Russia's political activity.
To tackle this problem we have set several objectives, namely, to describe the essence of political marketing, its effectiveness and significance; to consider marketing activities of the party United Russia in general and at the moment; to evaluate efficacy of political marketing of United Russia and to propose measures to improve it.
The methods employed to fulfill the objectives corresponded to the nature of a research-oriented thesis, namely, a case study. We used a conceptual framework of modern political marketing discourse. A number of theoretical models developed by different scholars were used. Comparative and statistical methods were also employed. The majority of publications used were quite recent which ensures topicality of our research.
In conclusion, we have evaluated the efficacy of specific political marketing techniques employed by United Russia. Several suggestions as to how its marketing activity can be improved had been identified.
To tackle this problem we have set several objectives, namely, to describe the essence of political marketing, its effectiveness and significance; to consider marketing activities of the party United Russia in general and at the moment; to evaluate efficacy of political marketing of United Russia and to propose measures to improve it.
The methods employed to fulfill the objectives corresponded to the nature of a research-oriented thesis, namely, a case study. We used a conceptual framework of modern political marketing discourse. A number of theoretical models developed by different scholars were used. Comparative and statistical methods were also employed. The majority of publications used were quite recent which ensures topicality of our research.
In conclusion, we have evaluated the efficacy of specific political marketing techniques employed by United Russia. Several suggestions as to how its marketing activity can be improved had been identified.