CONCEPTUALISATION OF POLITICAL MARKETING WITH PUBLIC CHOICE THEORY AND THE POSTMODERN APPROACH

Abstract

The key theoretical issue of political marketing is that, what the political product is. Thinkers of political economy, like the representatives of social marketing, say that exchange can be extended to whole society. However, the postmodern marketing emphasize the role of symbols in the individual's decision-making process, which means questioning the role of exchange. The aim of the paper is to examine the role of exchange in politics and outline some possible marketing strategic postures.

Firstly, we introduce the evolution of marketing conception from the first decades of 20th century. After that, our next milestone is the political economy theory of Schumpeter, who reinterprets the political competition, innovation and leadership. Then, it is compared with Public Choice Theory and the postmodern marketing approach. Finally, we synthesize these theories and show our interpretation of political marketing and political exchange.