Politik Pazarlama Karmasina Kavramsal Ve Guncel Bir Bakis (An Updated and Conceptual Aspect to the Political Marketing Mix)
The decision making process of voters within the context of the political marketing has been undergoing a transformation and development process as parallel to the gradual changes on the core of marketing. In such a circumstance, the political marketing has also been forced to update itself in order to canalize voters to the desired direction. Recently, there are ongoing political, cultural, economic, technological and social changes on the national, regional and also on the global level that have a global influence. Thus, one should face the reality that there are numerous factors acting upon the voter's decision in an environment where there is vast amount of information which is easily accessible, and the masses can influence one another. In this respect, this study focuses on the complicated nature of political marketing mix elements with regard to the concept of change. Thus, it aims to highlight the up to date position of mix elements K. G. Yilmaz 8/1 (2016) 413 431 Isletme Arastirmalari Dergisi Journal of Business Research Turk 414 on a conceptual basis. Therefore, this study presents the differences and authenticity of the mix elements, which stand as a research topic by itself, in a conceptual framework.