تکامل چارچوب ایجاد همکاری در بازاریابی سیاسی: موارد برگزیده شده Evolution of a framework of co-creation in political marketing: select cases

1 Introduction Political marketing seeks to Bestablish, maintain and enhance long-term voter relationships at a profit for society and political parties, so that the objectives of the individual political actors and organizations involved are met. This is done by mutual exchange and fulfillment of promises^ (Henneberg 1996). As a part of the exchange method, political candidates should thus perceive the electorate’s wants and aspirations (Kotler and Kotler 1999).All Political activities takes place in a political marketplace where consumer (voter/Citizen) buy (caste the vote) the political product(Party) on the day of election(Savigny 2008). Political marketing is the application of marketing concepts and practices/activities by political actors and organization in order to achieve their long-term objective (LeesMarshment et al. 2014). These concepts includes segmentation, targeting, positioning, branding, market oriented strategies, internal political marketing and many others also. These activities are further grouped into four main areas of political marketing activityresearching, strategizing, organizing and communicating (Lees-Marshment et al. 2014). As per this grouping co-creation is categorized under researching activity. Co-creation is suggested as one of the researching technique besides role play and focus group, in which voters are involved in identifying the solution and designing the political product rather than just voicing their demand (Langmaid 2012; Lees-Marshment, 2012/ 2014).Thus cocreation could be used as market research tool in political marketing. Therefore, political organization can very well employed this tool in their conscious marketing activity. However, through this paper we attempt to understand the relationship of political marketing and co-creation through examining the co-creation process in political scenarios where it is not consciously employed as the tool of marketing at that particular point of time. However, due to intense political situations, fewer political organization and leaders have understood the changing political climate and realized the increasing role of voters and thus involved voters at various level of decision making and product development which results in increased awareness and engagement of voters with that political party at that point of time. Therefore we have selected these cases for futher studying the relationship of political marketing and co-creation and found out the common factors that could act as guideline for concious implementation of co-creation as a political marketing tool. In this study, we have started with the literature review on co-creation and political marketing. Then we have identifiedthe levels of co-creation in political marketing through literature review. Later we have selected three case studies (Co-Creation forcing the existing parties to change (Centro Democrático Liberal, Spain), Co-Creation by forming a new Political Party (West German Green Party, Germany) and Co-Creation changing the Political Framework (Akbayan Citizens’ Action Party, Philippines)). Lastly, through the individual case analysis and subsequent cross case analysis, we were able to develop the understanding of the relationship of political marketing and co-creation and proposed the framework of political co-creation.