INTEGRATED MARKETING COMMUNICATION IN POLITICS?

Ovidiu-Aurel Ghiuta ()
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Ovidiu-Aurel Ghiuta: “Stefan cel Mare” University of Suceava, Romania

The Annals of the "Stefan cel Mare" University of Suceava. Fascicle of The Faculty of Economics and Public Administration, 2009, vol. 9, issue 1(9), 88-93

Abstract: The current study has practical applicability in politic al domain and theoretical involvement at political marketing communication level. The type of the research is a qualitative one, using as survey methods scientific observation and documentary search. The aim of the research is to prove the applicability of marketing communication concept integrated in political marketing and global marketing communication. There are also exceptions, just analyzing the industry – politics, in which integrated communication can’t be considered global communication. The subject of integrated marketing communication is relatively a new one in marketing (two decades), but its applicability in political domain and the specifications that assumes this application represents o new vision at European and worldwide level. This study clearly presents the differences between the integrated marketing communication and global marketing communication. In documentary research, the author used studies belonging to Anglo – Saxons theoreticians and practitioners (Americans, Canadians, British) but also Europeans (French, Belgians, Romanians). The main reason is the fact that in marketing domain on extremely narrow scientific sections the visions belonging to these two main orientations aren’t always equable. Also, in scientific observation, t he research analyses political events from United States of America, France and Romania. Due to this reason, we can affirm that the current study has not only a regional applicability but also a global one.

Keywords: integrated marketing communication; global communication; political communication; marketing communication in politics; political marketing. (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:scm:ausvfe:v:9:y:2009:i:1(9):p:88-93

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