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کیماسی, مسعود, متقی, ابراهیم, سیاری, سروش, وکیل‌زاده, حسن. (1401). بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران. , 8(2), 133-146. doi: 10.22059/jppolicy.2022.88051
مسعود کیماسی; ابراهیم متقی; سروش سیاری; حسن وکیل‌زاده. "بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران". , 8, 2, 1401, 133-146. doi: 10.22059/jppolicy.2022.88051
کیماسی, مسعود, متقی, ابراهیم, سیاری, سروش, وکیل‌زاده, حسن. (1401). 'بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران', , 8(2), pp. 133-146. doi: 10.22059/jppolicy.2022.88051
کیماسی, مسعود, متقی, ابراهیم, سیاری, سروش, وکیل‌زاده, حسن. بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران. , 1401; 8(2): 133-146. doi: 10.22059/jppolicy.2022.88051

بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران

سیاستگذاری عمومی
دوره 8، شماره 2، 1401، صفحه 133-146    اصل مقاله (835.34 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jppolicy.2022.88051
نویسندگان
مسعود کیماسی1؛ ابراهیم متقی2؛ سروش سیاری* 3؛ حسن وکیل‌زاده4
1استادیار مدیریت بازرگانی دانشگاه تهران، تهران، ایران
2استاد علوم سیاسی دانشگاه تهران، تهران، ایران
3دانشجوی دکتری مدیریت بازاریابی دانشگاه تهران، تهران، ایران
4کارشناسی ارشد مدیریت بازاریابی دانشگاه امام صادق(ع)، تهران، ایران
چکیده
اگرچه قریب به پنج دهه از آغاز پژوهش‌های بازاریابی سیاسی در جهان و دو دهه در ایران می‌ گذرد لکن همواره مسیر پژوهش‌ ها نیاز به آسیب‌ شناسی دارد. بررسی‌ها نشان می‌دهد جایگاه علمی و عملی بازاریابی سیاسی در ایران، مطلوب نیست و برای اثربخشی بیشتر نیاز است تا ویژگی‌های آن‌ها به شیوه علمی احصا گردد. در همین راستا، مرور انتقادی پژوهش‌ های بازاریابی سیاسی در ایران، توصیه‌های سیاستی و پیشنهاداتی برای پژوهش‌ های آتی اهداف این مقاله را تشکیل می‌دهند. برای دستیابی بدین اهداف از روش مرور نظام‌ مند با رویکرد انتقادی استفاده شد تا ضمن توصیف ویژگی‌ های این پژوهش‌ ها، نتایج کاربردی آن برای سیاستگذاری‌ها به دست آیند. یافته‌ها نشان می‌ دهند که 4 محور قابل بهبود (شامل موضوعات محدود و پرتکرار، دیدگاه سطحی، عدم توجه به تحولات نظری و حضور کمرنگ پژوهشگران سایر رشته‌ ها) و 3 نقطه قوت (شامل مفاهیم نوظهور، نگرش راهبردی و فرآیندی، و مسئله‌ محوری و نگرش بومی) برای پژوهش‌های ایرانی بازاریابی سیاسی قابل بیان است.
کلیدواژه‌ها
بازاریابی سیاسی؛ ایران؛ مرور نظام‌مند؛ مکتب ابزارمحوری؛ انتخابات
عنوان مقاله [English]
Political Marketing Policy Making Perspective in Iran
نویسندگان [English]
Masoud Kimasi1؛ Ebrahim Motaghi2؛ Soroosh Sayari3؛ Hasan Vakilzadeh4
1Assistant Professor ,Business Management, , University of Tehran, Tehran, Iran
2Professor, Political Science, University of Tehran, Tehran, Iran
3PhD Candidate, Marketing Management, University of Tehran, Tehran, Iran
4Master, Marketing Management, Imam Sadeq University, Tehran, Iran
چکیده [English]
However almost five decades have passed from the beginning of political marketing research in the world &two decades in Iran, the path of research always needs to be reviewed pathologically. Surveys show that the scientific &practical position of political marketing in Iran is not desirable &it is essential to draw out its strengths &weaknesses scientifically for achieving more effectiveness. In this regard, summarization, critical review &providing suggestions for future research are the objectives of this article. To achieve those, a systematic literature review with a critical approach is implemented in order to prepare a description of Iranian political marketing research &also implications for further research. Results indicate that there are four improvable dimensions(including repetitive &limited subjects, a superficial perspective, carelessness about theoretical development &less research in other fields) &three strengths(including exploiting emerging concepts, a strategic &process view, &a problem-solving approach &domestic view) for political marketing research in Iran.
کلیدواژه‌ها [English]
Political Marketing, Iran, Systematic Literature Review, Instrumental school, election
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