What Should This Essay

572 words - 3 pages

sdsdDie Frage muss klar bejaht werden, denn es findet sich in der Literatur kein Hinweis da-
für, dass eine Marketingorientierung ausschließlich für Parteiorganisationen auf der natio-
nalen Ebene Gültigkeit besitzt, so dass vermutet werden darf, dass, eine Marketingorien-
tierung vorausgesetzt, Marketing nicht nur als Top-Down-Prozess strategischer Hand-
lungsplanung vom Bundesverband zum Landesverband stattfinden dürfte. Zwar ist anzu-
nehmen, dass die Landesverbände grundsätzlich durch die Politik ihres Bundesverbandes
an gewisse Rahmenbedingungen gebunden sind. Die Landesverbände der Parteien haben
ihre Kampagnen vor der Landtagswahl in NRW 2005 aber dennoch in ...view middle of the document...

In Kapi-
tel 1 dieser Arbeit soll in diesem Zusammenhang herausgearbeitet werden, was unter dem
Modell des Politischen Marketing, in Bezug auf die Idee eines Politischen Marktes, in der
Literatur subsumiert wird. In Kapitel 2 soll im Rahmen einer engeren Begriffsauslegung
insbesondere das Anbieterverhalten einer Partei fokussiert werden. Die These, die dabei
erörtert werden soll, lautet: Parteien agieren bei der Kampagnenplanung marketingorien-
tiert. Was heißt das eigentlich? Vor allem dieser Frage soll im Folgenden nachgegangen
werden.

Zahlreiche Autoren vermuten in diesem Zusammenhang insgesamt eine Entwicklung in
den Parteien weg von der verkaufsorientierten Wahlkampforganisation, hin zu einer mar-
ketingorientierten Kampagnenführung (vgl. dazu etwa Smith/Saunders 1990: 295ff, Wring
1996: 101, Henneberg 2002: 96ff, Lees-Marshment 2001a: 2ff oder Schneider 2004a: 27).
Schneider (2004a) deklariert in diesem Zusammenhang drei Entwicklungsstufen (vgl.
...

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