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Jaśniok Michał (Uniwersytet Ekonomiczny w Katowicach), Śliwińska Krystyna (Uniwersytet Ekonomiczny w Katowicach)
Strategic Marketing of Political Entity in Market Virtualization Context
Strategiczne zarządzanie podmiotem politycznym w kontekście wirtualizacji rynku
Annales Universitatis Mariae Curie-Skłodowska. Sectio H. Oeconomia, 2017, vol. 51, nr 2, s. 105-112, tab., bibliogr. 19 poz.
Strategia zarządzania, Zarządzanie strategiczne, Wirtualizacja gospodarki, Polityka, Zarządzanie
Management strategy, Strategic management, Virtualization of the economy, Politics, Management
JEL Classification: M31; D72; D73
summ., streszcz.
zawarte w artykule badania zmierzające do weryfiacji hipotez dotyczących wpływy nowego typu ustroju - cyberdemokracji - na zarządzanie podmiotem politycznym oparto na rozważaniach teoretycznych, a także empirycznych badaniach jakościowych. Badania te ukazują istotną perspektywę zarządzania strategicznego w kontekście zachowań partii politycznych. Wyniki naukowych poszukiwań ukazują na związek między pozycją partii (konkurencyjną, rynkową i strategiczną) a jej kluczowymi strategicznymi wyborami. Pozyskane informacje poszerzają wiedzę na temat planowania działań marketingowych podmiotów na rynku politycznym w nowym środowisku komunikacyjnym. (abstrakt oryginalny)

The following study is based on the theoretical considerations and qualitative survey to develop hypotheses about the influence of the new regime type - cyberdemocracy - on the management of the political party. This research provides important perspective on the role of strategic management in the context of political parties' behaviour. Results from the study indicate the connection between the party's position (competitive, market and strategic) and its key strategic choices. Using a grounded theory research method, adapted techniques of strategic analysis are proposed. The presented information expands the knowledge about the planning of marketing activities of the parties in the new communication environment.(original abstract)
The Library of University of Economics in Katowice
Full text
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