Designing a Business Marketing Model with a Social and Political Approach and Its Reporting Method

Subject Areas : Journal of Investment Knowledge

Hamidreza Teimouri ¹ (Ph.D. Student in Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.)
Kambiz Shahroodi ² (Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran.)
ali esmaelzadeh ³ (Faculty of Economics and Accounting, Central Tehran Branch, Islamic Azad University, Tehran, Iran.)
Farzin Farahbod ⁴ (Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran.)

Received: 2020-02-10 Accepted : 2022-05-17 Published : 2022-09-23

Keywords: Political marketing, Social marketing, Marketing strategy, Business,

Abstract :

Business can be a viewed as an architecture for product, service and flow of information that includes a description of different business elements, their role, the potential advantages of each of these agents and their sources of income. Election is an important socio-political phenomenon that is discussed from a business and a marketing perspective. The purpose of the present study is to design a political marketing model with emphasis on the 8th and 9th parliamentary elections. The research is descriptive; and in terms of purpose, it is applied. The statistical population in the qualitative section, includes policy experts, representatives of the Parliament, and in the quantitative section, includes students in political and social sciences and business management. The data collection tool in the qualitative part is interview, and in the quantitative part is questionnaire. SEM-PLS method is used for data analysis by Smart PLS3. The findings indicate that two factors influence political marketing strategies: the requirements for effective political orientation in the election competition and identifying the need of voting market. The outcomes of implementing it include designing the right product in accordance with core demands of the voting market, selling ideas/candidates and achieving votes and it is affected by considering the conditions and elements involved in the effective presence of political orientations in elections and assessment of target market needs. These lead to achieving proper vote rating and main goals in the voting market, through continuous monitoring of the environment and having influential marketing and publicity.

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