بررسی چشم‌انداز سیاستگذاری بازاریابی سیاسی در ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت بازرگانی دانشگاه تهران، تهران، ایران

2 استاد علوم سیاسی دانشگاه تهران، تهران، ایران

3 دانشجوی دکتری مدیریت بازاریابی دانشگاه تهران، تهران، ایران

4 کارشناسی 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

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سیاستگذاری عمومی
دوره 8، شماره 2
1401
صفحه 133-146

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