Designing a political marketing planning model

The form of marketing in the world of politics has an important effect on the achievement of political goals by political actors. The existence of a marketing program allows individuals and parties to show a positive and better image of the candidates by considering the diverse interests and needs of the voters through marketing analysis. To win the election, candidates seek to use strategies that focus more on voters than on understanding how political values ​​can be demonstrated by implementing marketing strategies to promote themselves. The present study is a developmental research in terms of orientation and a qualitative approach has been used to collect data and content analysis method has been used to interpret them. The findings of the present study showed that candidates and political marketing strategists should include in the political marketing planning four levels of identifying the constituency and defining them, identifying candidates, positioning the candidate and targeting the voting groups and analyzing the results.