Below are the two links to my thesis. This research I conducted concerns Political Marleting. It is both an econical analysis, of what is the market of politics, and a marketing approach, on how was build political marketing and how it has changed with the election of Barack Obama.
The main focus of this marketing analysis of politics is the lack of consideration in today's research of the commercial marketing innovations of the last 10 years. Barack Obama, in his campaign, has not created a new marketing, he has used the concept of brand community, implemented by companies such as Coca-Cola or Apple for the last 10 to 15 years.
By doing so, the Obama Campaign has start a New Political Marketing based on a bi-directionnal approach: so to win votes, a candidate has to persuade voters as well as include their particular wishes. It is only by doing so that a campaign can convince voters via peer-to-peer, convincing them that this campaign is theirs and that they need to spread the word themselves.
The main focus of this marketing analysis of politics is the lack of consideration in today's research of the commercial marketing innovations of the last 10 years. Barack Obama, in his campaign, has not created a new marketing, he has used the concept of brand community, implemented by companies such as Coca-Cola or Apple for the last 10 to 15 years.
By doing so, the Obama Campaign has start a New Political Marketing based on a bi-directionnal approach: so to win votes, a candidate has to persuade voters as well as include their particular wishes. It is only by doing so that a campaign can convince voters via peer-to-peer, convincing them that this campaign is theirs and that they need to spread the word themselves.
http://www.easy-share.com/1905357546/JDG Thesis Political Marketing.pdf
http://www.easy-share.com/1905357548/JDG Thesis Annex.pdf
This work is definitly imperfect, so I wish you will comment on the differents themes presented, so to improve the content and the reflexion on today's political marketinng.
JDG
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