PRIMARIES: MARKETING ANALYSIS WITHIN THE FRAMEWORK OF THE CONCEPT OF «DISRUPTIVE VS SUPPORTING INNOVATIONS"

Maricka Otreshko ()
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Maricka Otreshko: St. Petersburg State University

Annals of marketing-mba, 2017, vol. 3

Abstract: The article describes the results of the study of "primaries" as an electoral technology that gives parties and their leaders during election campaigns to increase the competitiveness of goods (which are programs, image, etc.) in the political market. The author analyzed the "primaries" through the prism of the concept of "disruptive vs supporting innovation", based on the USA experience (Obama's election campaign in 2008) and the example of Russia's experience (preliminary vote of the United Russia in 2016).

Keywords: Political marketing; disruptive innovations; supporting innovations; electoral market; democratization; primaries; primaries campaign; election campaign (search for similar items in EconPapers)
JEL-codes: D72 (search for similar items in EconPapers)
Date: 2017
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