Strategic Marketing of Political Entity in Market Virtualization Context

Michał Jaśniok, Krystyna Śliwińska

Abstract


The following study is based on the theoretical considerations and qualitative survey to develop hypotheses about the inflence of the new regime type – cyberdemocracy – on the management of the political party. This research provides important perspective on the role of strategic management in the context of political parties’ behaviour. Results from the study indicate the connection between the party’s position (competitive, market and strategic) and its key strategic choices. Using a grounded theory research method, adapted techniques of strategic analysis are proposed. The presented information expands the knowledge about the planning of marketing activities of the parties in the new communication environment.


Keywords


strategy; management; politics; virtualization; cyberdemocracy

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DOI: http://dx.doi.org/10.17951/h.2017.51.2.105
Date of publication: 2017-08-16 10:52:15
Date of submission: 2017-02-28 20:38:40


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