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undergraduate thesis
PRIMJENA POLITIČKOG MARKETINGA U REPUBLICI HRVATSKOJ
Završni rad
2021. urn:nbn:hr:145:433326
Pralas, Doris
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing

Cite this document

Pralas, D. (2021). PRIMJENA POLITIČKOG MARKETINGA U REPUBLICI HRVATSKOJ : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:433326

Pralas, Doris. "PRIMJENA POLITIČKOG MARKETINGA U REPUBLICI HRVATSKOJ : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:433326

Pralas, Doris. "PRIMJENA POLITIČKOG MARKETINGA U REPUBLICI HRVATSKOJ : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:433326

Pralas, D. (2021). 'PRIMJENA POLITIČKOG MARKETINGA U REPUBLICI HRVATSKOJ : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 27 September 2023, https://urn.nsk.hr/urn:nbn:hr:145:433326

Pralas D. PRIMJENA POLITIČKOG MARKETINGA U REPUBLICI HRVATSKOJ : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2021 [cited 2023 September 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:433326

D. Pralas, "PRIMJENA POLITIČKOG MARKETINGA U REPUBLICI HRVATSKOJ : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:433326

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Metadata
TitlePRIMJENA POLITIČKOG MARKETINGA U REPUBLICI HRVATSKOJ : Završni rad
Title (english)APPLICATION OF POLITICAL MARKETING IN THE REPUBLIC OF CROATIA : Final paper
AuthorDoris Pralas
MentorAna Pap Vorkapić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Demokratski višestranački sustav podrazumijeva prisutnost različitih političkih ideologija, pravaca i konkretnih političkih stranaka koji se međusobno natječu na „političkom tržištu”. Njihov je cilj osvojiti što veću podršku birača na izborima i na taj način jačati svoju moć i cjelokupni utjecaj na vlast u državi. Da bi ostvarili taj cilj, potrebno je da svoje „političke proizvode“, odnosno programe korištenjem političkog marketinga približe i „prodaju“ što većem broju birača. Najznačajniji čimbenik u tom procesu i element političkog marketinga koji najviše utječe na odluke birača je predizborna politička kampanja. Tijekom kampanje stranka ili kandidat nastoje u pozitivnom svjetlu predstaviti svoje ideje i program, zadržati podršku koju u tom trenutku imaju te zadobiti podršku birača koji su neodlučni ili indiferentni. U ovom radu proučava se razvoj i primjena političkog marketinga. Zaključuje se da se u Hrvatskoj on još uvijek ne provodi na dovoljno efikasan način. To pokazuje činjenica da se politički marketing u Hrvatskoj svodi gotovo u potpunosti na aktivnosti tijekom predizbornih kampanja, umjesto da bude kontinuirani proces prisutan na svim razinama političkog djelovanja.
Abstract (english)
Multi-party democracy system implies the presence of different political ideologies, directions and specific political parties and candidates who are competing on the „political market”. Their goal is to gain the support of as much voters as they can and by doing that, strengthen their political power and the overall influence on the state authority. To achieve that goal, they have to use political marketing to introduce and „sell“ their „political product“ to as many voters as they can. The most important factor in that process and the element of political marketing that has the most influence on voters’ decisions is the election campaign. During the campaign, political parties and candidates try to introduce their ideas and programs in a positive light, keep the current support they have while also trying to win over the support of voters who are still indecisive or indifferent. The main topic of this thesis is the development and the application of political marketing. It is concluded that political marketing in Croatia is still not used to it's full potential. That can be seen in the fact that political marketing in Croatia is almost completely reduced to election campaign activities, when it should be a continuous process which is present on all levels of political action.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:433326
Study programmeTitle: Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-05-25 12:34:09