10. dubna: Výzkumné a strategické nástroje a POLMARK
Section outline
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- segmentace
- targeting
- positioning
- průzkumy a preference
- četba:
- O’Shaughnessey, N. (2001): The Marketing of Political Marketing, European Journal of Marketing, 35, 9/10, 1047-1057.
- Kotler, P. (1975): Overview of Political Candidate Marketing. In: Advances in Consumer Research 2.1: 761-769.
- Baines, P. (1999): Voter Segmentation and Candidate Positioning. In Newman, B. I. (ed.): Handbook of Political Marketing, Thousand Oaks – London – New Delhi: SAGE, str. 403-420.