Naslov
Influence of political marketing in digital environment on voters regarding their education

Autori
Stilin, Žarko ; Banožić, Mario ; Ružić, Ivan

Izvornik
Journal of Business Paradigms (2459-5004) 5 (2020), 1; 4-20

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
marketing, political marketing, e-marketing, digital environment, education, elections

Sažetak
Marketing activity is an organizational function that plans and carries out creation of ideas, goods and services, determines price, defines and carries out promotion in order to achieve exchange that would satisfy needs of individuals and organizations. The fact is that politicians and political parties on the market act identically as business subjects. Like business subjects, political subjects are also directed towards the market, in other words, to potential voters. Political marketing as a specific term and a branch of marketing is not present enough as a scientific discipline. It is necessary to emphasize that there is an insignificant number of research and available works that study the influence of political marketing. This paper presents research results whose goal was to determine the influence of political marketing in digital environment on voters regarding their education.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Politologija

POVEZANOST RADA