Subject and Keywords:
The publication discusses one of the most popular procedures in marketing (the so-called marketing triad) and possible ways of utilising it in politics - both for diagnosing and analysis, and for the implementation of political/electoral strategies. The authors present definitions and methods of segmentation, assess the utility of particular types of criteria (e.g. political, demographic, economic, psychological) for selecting target groups during political campaigns, as well as discuss ways and principles of positioning political agendas. The publications is addressed primarily at scholars and students of political marketing, but can also be useful to practitioners whose jobs involve preparing and implementing political campaigns.
Place of publishing:
© Copyright by Towarzystwo Edukacji Obywatelskiej and Instytut Politologii Uniwersytetu Wrocławskiego and Marzena Cichosz, Dariusz Skrzypiński, Tomasz Chmielewski, Mikołaj Cześnik, Maria Gmerek, Paweł Grzelak, Katarzyna Kobielska, Krzysztof Kowalczyk, Paweł Krasowski, Łukasz Tomczak, Agnieszka Turska-Kawa, Waldemar Wojtasik