Value creation in political marketing

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Kaskeala, Anna 2011-11-14T11:23:37Z 2011-11-14T11:23:37Z 2010
dc.description.abstract Objectives This study examines political marketing and how political organizations are creating value to their customers, ie. the voter-citizens, through the means of political and relationship marketing. The focus is from a managerial perspective to help determine how political organizations could better create value to their customers and build long-term beneficial relationships with them in order to become more successful. The empirical research will be based in the Finnish political field, and therefore the aim of the study is to answer questions on how Finnish political parties are creating value to their voter-citizens. Methods The theoretical framework of the study is based on three main theories; political marketing, value creation, and relationship marketing. For the empirical research, a qualitative study method was chosen, and the study was conducted through six semi-structured interviews. The six interviews were made up of three pairs representing the three biggest political parties in Finland, and each pair consisted of a representative of the political organization and an active voter-citizen. The three pairs were first examined separately according to the theoretical framework, then analyzed together thematically providing some managerial implications. Results All three political organizations under study had adopted the principles of political marketing to some degree, and had lately begun to renew the marketing and communication channels of their organizations to endorse a more relationship focused approach. Still communication was somewhat onesided, and the interaction opportunities of the voter-citizens could be improved on in all organizations to better enable creation of value to the customers. en
dc.format.extent 131
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Value creation in political marketing en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Economics en
dc.contributor.department Department of Marketing and Management en
dc.contributor.department Markkinoinnin ja johtamisen laitos fi
dc.subject.keyword Aalto University
dc.subject.keyword Aalto-yliopisto
dc.subject.keyword marketing
dc.subject.keyword markkinointi
dc.subject.keyword relationship marketing
dc.subject.keyword suhdemarkkinointi
dc.subject.keyword political parties
dc.subject.keyword puolueet
dc.identifier.urn URN:NBN:fi:aalto-201111181427
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon suhdemarkkinointi
dc.subject.helecon relationship marketing
dc.subject.helecon politiikka
dc.subject.helecon politics
dc.subject.helecon vaalit
dc.subject.helecon elections
dc.ethesisid 12383 2010-09-09
dc.location P1 I

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