Poltical Marketing Mistakes
Political Marketing Mistakes: Lesson Drawn from the Malaysian Political Competition
Mahmod Sabri Haron Marketing Department School of Management Universiti Sains Malaysia msabri@usm.my
Khairiah Salwa Mokhtar Political Science Department School of Distance Education Universiti Sains Malaysia khairiah@usm.my
Abstract The Malaysian political parties have no choice but to adapt themselves with the changing political climate which requires a new set of mindset and strategies to strive in the future. The application of political marketing and its requirements are deemed timely and crucial to improve election performance. Its underlying philosophy could necessitate political parties in gaining a better insight of their strengths, weaknesses, opportunities and threats in positioning themselves including the candidates. The philosophy as well acts as a stimulus for exploring and analyzing mistakes made by both parties and candidates. Employing a qualitative method of research, this study attempts to examine these mistakes using the most recent Malaysia’s general election and by-election results. The findings indicate a misjudgment of market intelligence of the political parties that leads to considerable number of misunderstanding in gaining market intelligence, disseminating market intelligence, and reaction to market intelligence. The study also proposes a number of limitations and avenues for future related research. Keywords: Marketing Mistakes, Political Marketing, Market Intelligence, Lesson Drawing
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Copyright PSA 2010
Introduction / Background Mistakes are made but can be rectified. Mistakes can also be learned and benchmarked to sustain and improve performance. Hartley (1995: 315) once says that “no one is immune from mistakes; success does not guarantee continued success”. Generally speaking, all firms, organizations or political parties experience mistakes or failures. Even successful organizations experience mistakes before striving for success.
Mahmod Sabri Haron Marketing Department School of Management Universiti Sains Malaysia msabri@usm.my
Khairiah Salwa Mokhtar Political Science Department School of Distance Education Universiti Sains Malaysia khairiah@usm.my
Abstract The Malaysian political parties have no choice but to adapt themselves with the changing political climate which requires a new set of mindset and strategies to strive in the future. The application of political marketing and its requirements are deemed timely and crucial to improve election performance. Its underlying philosophy could necessitate political parties in gaining a better insight of their strengths, weaknesses, opportunities and threats in positioning themselves including the candidates. The philosophy as well acts as a stimulus for exploring and analyzing mistakes made by both parties and candidates. Employing a qualitative method of research, this study attempts to examine these mistakes using the most recent Malaysia’s general election and by-election results. The findings indicate a misjudgment of market intelligence of the political parties that leads to considerable number of misunderstanding in gaining market intelligence, disseminating market intelligence, and reaction to market intelligence. The study also proposes a number of limitations and avenues for future related research. Keywords: Marketing Mistakes, Political Marketing, Market Intelligence, Lesson Drawing
1
Copyright PSA 2010
Introduction / Background Mistakes are made but can be rectified. Mistakes can also be learned and benchmarked to sustain and improve performance. Hartley (1995: 315) once says that “no one is immune from mistakes; success does not guarantee continued success”. Generally speaking, all firms, organizations or political parties experience mistakes or failures. Even successful organizations experience mistakes before striving for success.
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