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Political marketing in Croatia

By Anamarija Medunić

Abstract

Pojavom demokracije i višestranačkog sustava, pojavio se novi pristup djelovanja marketinga koji se odnosi na politiku. Naziva se politički marketing te označava cjelokupan način djelovanja političkih stranaka, njezinih voĎa i političkog programa za kojega se zalažu. Cilj političkog marketinga je osvajanje vlasti, ali i zadržavanje te iste vlasti koji se ostvaruje prikazom političara i političkih stranaka na najbolji mogući način javnosti i medijima. Ono što politički marketing čini privlačnim i posebnim je priznanje da su politika, političari i njihove stranke, roba koja se prodaje na političkom tržištu zbog zadovoljavanja ciljeva pojedinih političkih strankaka. Politički marketing koristi se svojim osnovnim načelima koje postoje u komerionalnom marketinga, ali nastao je kao posljedica glasovanja javnosti čije povjerenje političke stranke pokušavaju pridobiti zbog osvajanja ciljeva za koje se stranka zalaže. Svakako treba naglastiti da efektivnim i efikasnim političkim marketingom političari mogu u izvjesnoj mjeri utjecati na izborno ponašanje birača. Ipak, politički marketing se primjenjuje na način da se stvori dugoročno zadovoljstvo kod birača, te ujedno da se stvori povjerenje izmeĎu vlasti i javnosti. S obzirom na to da je Hrvatska relativno mlada država, politički marketing u Republici Hrvatskoj još uvijek nije doživio svoj vrhunac djelovanja, ali ipak postoje naznake koje očituju njegovu uznapredovalost na političkoj sceni Republike Hrvatske.With the emergence of democracy and multiparty system, a new approach has emerged that is related to policy. Political marketing signifies the overall mode of action of political parties, its leaders and the political programs they advocate. The goal of political marketing is the conquest of power, but also the retention of that power by displaying politicians and political parties in the best possible sense in the public and the media. What makes political marketing attractive and special is the recognition that politics, politicians and their parties are goods that are sold in the political market for meeting the goals of particular political parties. Political marketing is applied to the basic principles that exist in commercial marketing, but it is the result of the vote of the public whose political parties are trying to take over because of the acceptance of the goals the party stands for. It should be stressed that effective and efficient political marketing politicians may, to some extent, influence the electoral choice of voters. However, political marketing is applied in a way that creates long-term satisfaction with voters, while at the same time creating trust between the authorities and the public. Given that Croatia is a relatively young country, political marketing in the Republic of Croatia has not yet felt its culmination, but there are still indications that show its ubiquity on the political scene of the Republic of Croatia

Topics: politički marketing, marketing, birači, political marketing, marketing, voters, DRUŠTVENE ZNANOSTI. Ekonomija. Marketing., SOCIAL SCIENCES. Economics. Marketing.
Publisher: Josip Juraj Strossmayer University of Osijek. Faculty of Economics in Osijek. Chair of Marketing.
Year: 2018
OAI identifier: oai:repozitorij.unios.hr:efos_2035
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