Political Marketing Mistakes: Lessons Drawn from the Malaysian Personal Competition Mahmod Sabri Haron Marketing Section School of Management Universiti Sains Malaysia [email protected] my own
Khairiah Salwa Mokhtar Political Science Section School of Distance Education Universiti Sains Malaysia [email protected] my
Summary The Malaysian political celebrations have no choice but to conform themselves with all the changing politics climate which in turn requires a new set of way of thinking and strategies to strive in the future. The application of politics marketing and it is requirements will be deemed timely and crucial to improve election performance. Its underlying viewpoint could require political get-togethers in attaining a better perception of their strong points, weaknesses, options and risks in positioning themselves such as the candidates. The philosophy too acts as a government for discovering and examining mistakes created by both parties and candidates. Making use of a qualitative way of research, this kind of study efforts to examine these types of mistakes using the most recent Malaysia's general election and by-election results. The findings reveal a misjudgment of marketplace intelligence with the political functions that leads to considerable quantity of misunderstanding in gaining industry intelligence, distributing market intelligence, and a reaction to market brains. The study likewise proposes a number of limitations and avenues to get future related research. Keywords: Marketing Blunders, Political Marketing, Market Brains, Lesson Sketching
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Introduction as well as Background Errors are made nevertheless can be rectified. Mistakes may also be learned and benchmarked to sustain and improve performance. Hartley (1995: 315) when says that " no one is defense from mistakes; success does not guarantee extended successвЂќ. In most cases, all firms, organizations or perhaps political parties experience faults or failures. Even powerful organizations knowledge mistakes just before striving for achievement. Mistakes happen to be unavoidable specially in a active environment with uncontrollable or unpredictable factors exist which include competition. Competition arises when ever two parties, at least, are involved and each attempts to champion or perhaps overcome the other. As you go along, they experience mistakes that illustrate all their weaknesses and also strengths, as a result, turn the opportunities and threats with their benefits. This technique leads to a learning curve exercise in which lesson drawing is unavoidable. Benchmarking or lesson drawing from other policies or experience either in the home or abroad is common practice in many public organizations (Szulanski & Jenson, 2008). This can be a process to look for improvement options and seek out best practices that lead to better or maybe excellent efficiency (Mokhtar & Haron 2007). The Study Faults are made on a regular basis. In this regard, politics parties don't have any exception. That they experience this phenomenon especially in the area of political marketing. Aspects like advertising philosophy, promoting research (market intelligence), marketplace positioning, photo branding and communication are a couple of the crucial areas that by no means fail to prevail. However , study using this strategy of politics marketing errors is hard to find particularly in Asia and especially Malaysia. This kind of study aims to bridge the void. It attempts to examine the personal marketing errors engaged by political functions and applicants. It elaborates selected case studies based upon the most recent Malaysia's general selection and by-elections results in in an attempt to illustrate the phenomenon. The utilization of inappropriate putting on marketing tools is pointed out so as to let lesson images and benchmarking purposes. The above research target can be broken down into three specific goals as comply with: 1) to measure four certain mistakes made by political parties and candidates in the most current Malaysia's basic election and byelections; 2) to confirm the personal marketing mistakes based on...
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