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ماهیت‌شناسی بازاریابی رابطه‌ای سیاسی: مرور نظام‌مند | ||
| اندیشه مدیریت راهبردی (اندیشه مدیریت) | ||
| مقاله 8، دوره 15، شماره 1 - شماره پیاپی 29، فروردین 1400، صفحه 175-210 اصل مقاله (754.54 K) | ||
| نوع مقاله: مقاله علمی-پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30497/smt.2021.240679.3213 | ||
| نویسندگان | ||
| سروش سیاری* 1؛ مسعود کیماسی2؛ ابراهیم متقی3 | ||
| 1دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
| 2استادیار، مدیریتMBA، دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
| 3استاد گروه روابط بین‌الملل، دانشکده حقوق و علوم سیاسی، دانشگاه تهران، تهران، ایران | ||
| چکیده | ||
| حوزه مطالعاتی بین‌رشته‌ای بازاریابی سیاسی همواره متأثر از مفاهیم بازاریابی بوده و هست؛ رویکرد رابطه‌ای نیز یکی از مفاهیمی است که موج جدیدی از پژوهش‌های بازاریابی سیاسی را به وجود آورد که بخشی از آنها ذیل عنوان بازاریابی رابطه‌ای سیاسی منتشر شده است. اهداف اصلی این مقاله عبارتند از مرور و خلاصه‌سازی ادبیات پژوهشی موجود پیرامون بازاریابی رابطه‌ای سیاسی و تبیین محوری‌ترین مفاهیم علمی مؤثر در شکل‌گیری رویکرد رابطه‌ای در بازاریابی سیاسی. نظر به پراکندگی پژوهش‌های مرتبط با موضوع در علوم مختلف و همچنین عدم توسعه یک چارچوب مشخص برای تجمیع و کاربردی‌سازی آنها، از روش مرور نظام‌مند ادبیات پژوهشی استفاده شد. این پژوهش کیفی است، برای جستجو از پایگاه‌های علمی معتبر داخلی و خارجی و برای تحلیل داده‌ها از روش تحلیل مضمون استفاده شد. یافته‌ها نشان داد که 6 مقوله اصلی تحقیقات بازار سیاسی، ارتباطات بازاریابی سیاسی، استراتژی بازاریابی سیاسی، بازاریابی سیاسی در دوران پساانتخابات، بازاریابی سیاسی داخلی و برندسازی سیاسی حائز بیشترین درصد فراوانی در میان پژوهش‌های جستجو شده بودند. نتایج حاکی است محققان با عبور از تفکر کلاسیک بازاریابی سیاسی، رابطه‌ای شدن تعاملات سیاسی را باعث قوت گرفتن فضای تشریک مساعی و همرقابتی به جای رقابت ناسالم می‌دانند. اهمیت علمی و عملی بازاریابی رابطه‌ای سیاسی اقتضا می‌کند که این مفهوم در سطوح کلان و خرد مدیریتی نقش‌آفرینی حداکثری داشته باشد تا پیامدهایش به بار بنشیند. تعاملات موجودیت‌های سیاسی با مردم به جای اینکه ایزوله و مقطعی باشند بایستی اجتماعی و مداوم پیش بروند. حرکت به سمت این حالت مطلوب نیازمند تغییر در اندیشه و عمل بازیگران سیاسی است تا تعاملات سیاسی متعهدانه‌تر شده و در دوره زمانی بلندمدت‌تری انجام شود. | ||
| کلیدواژه‌ها | ||
| بازاریابی رابطه‌ای سیاسی؛ بازاریابی سیاسی؛ بازاریابی رابطه‌ای؛ بازیگران سیاسی؛ مرور نظام‌مند ادبیات پژوهشی | ||
| عنوان مقاله [English] | ||
| The Ontology of Political Relationship Marketing: a Systematic Literature Review | ||
| نویسندگان [English] | ||
| Soroush Sayyari1؛ masoud keimasi2؛ Ebrahim Motaghi3 | ||
| 1Department of Business Management Faculty of Management, University of Tehran Tehran | ||
| 2Assistant Prof.MBA management,Management faculty,Tehran university,Tehran,Iran | ||
| 3Department of International Relations Faculty of Law and Political Science University of Tehran Tehran | ||
| چکیده [English] | ||
| The political marketing interdisciplinary field of study has always been affected by marketing concepts; the relationship approach is one of those that brings about a new trend of research some of which is known as Political Relationship Marketing (PRM). This research has as its main objective to review and summarize the literature on PRM and to explain the fundamental concepts in shaping it. Moreover, due to scattered research ont PRM and also lack of a comprehensive framework for applying it, the qualitative research method of Systematic Literature Review was used. Domestic and foreign authentic databases were used to search and thematic analysis technique was applied to analyze the data. The results showed that six central categories have had the highest frequency in our research: political market research, political marketing communication, political marketing strategy, post-election political marketing, internal political marketing and political branding. The consequences indicate that researchers by putting the classical thinking of political marketing aside believe that relational political interactions can enhance collaboration and coopetition instead of inappropriate political conflicts. The scientific and practical importance of PRM requires its playing a maximum role at macro and micro levels of management so that it could come to fruition. Interactions between political entities and people should be societal and continuous instead of isolated and periodical. Moving toward this desired state requires political stakeholders’ change in thinking and acting if they want to show more committed long-term interactions. | ||
| کلیدواژه‌ها [English] | ||
| Political Relationship Marketing, Political Marketing, Relationship Marketing, Political Stakeholders, Systematic Literature Review | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 760 تعداد دریافت فایل اصل مقاله: 427 |
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