The Factors, Antecedents and Consequences Affecting on Formulating Political Marketing Strategies

Subject Areas : Futurology

Hamidreza  Teymori ¹ (دانشجوی دکترای مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد بین الملل، بندرانزلی، ایران.)
Kambiz  Shahroodi ² (Department of Business Management, Faculty of Management and Accounting, Islamic Azad University - Rasht Branch, Rasht, Iran)
Ali  Esmaeilzadeh Moghory ³ (دانشکده اقتصاد و حسابداری، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران.)
Farzin  Farahbod ⁴ (دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران.)

Received: 2019-09-24 Accepted : 2021-05-25 Published : 2021-11-22

Keywords: Factors and Consequences, Political marketing, Marketing Strategies,

Abstract :

The purpose of this study is to identify the factors, antecedents, and consequences that effect on the formulation of political marketing strategies through the study of the literature. To accomplish this goal, systematic literature review is applied to collect and investigate the previous studies; the main focus of this method is integrating automated and manual search strategies which cover 19 related research papers published in the area of "formulating political marketing strategies" for the period from 1995 to 2018 for English articles and 1392 to 1398 for Persian articles. Explaining the main issue in the field of candidates' political actions without identifying and determining the relationships between them is almost difficult and far from the underlying facts. The research findings show that advertising, voter segmentation, and the creation, maintenance and promotion of long-term relationships and competitive analysis have the most frequency among the factors influencing the formulation of political marketing strategies.