Siyasal Pazarlama Süreci İçerisindeki Seçim Kampanyalarında Pazarlama Karması El

Marketing is expanding its scope and boundaries day by day to include social, political, environmental and public spaces with the economic dimension including commercial products and services. This adds a social and political character to the marketing as well as commercial character. These qualities of marketing are discussed and studied with different aspects in different studies. Political parties and political candidates have had to make use of marketing science to differentiate from their opponents, to win new voters, to ensure party dependence in the electorate. Elections, one of the indispensable elements of politics, are the most important turning points in democratic life. In election campaigns, effective use of marketing mix members will affect voters' voting preferences, party and candidate differences and voter dependence positively. The transformations occurred in the political arena and voters in recent years such as mass media and developments in technology, change of electorate loyalty, changing the ideological stance and attitudes of the parties, increasing the number of conscious voters and changing the factors affecting voting behavior require political parties and political candidates to pursue different strategies and policies. Political parties and parliamentary candidates have had to give new emphasis to attract attention to the target group in order to easily adapt to these changes in voter behavior and not to be indifferent to these changes. This study compares political candidates' use of political marketing mix in their election campaigns and their vote rates and it assesses the effectiveness of political marketing mix elements used by parliamentarians and how they are used in the 3 November 2002 general parliamentary elections. By drawing attention to what needs to be done to implement effective political communication, it presents some contributions and suggestions related to the results obtained from practice and theory.