Authors : Mehdi Shahin
Abstract: The marketing concept has spread rapidly and is competing with modern society and has proposed many ideas and has been proven as a dynamic study. Political marketing and relationship marketing are contemporary issues that are relatively new area in the field of marketing. Parties/political institutions as well as other business organizations use communication marketing and they are trying to bring this concept in political marketing. The aim of this study was to develop an Interpretive Structural Model using relationship marketing concepts in the political market. First, by using the Interpretive Structure Model, categorize the relationship marketing factors then in a diagram framework the influence power and dependency were provided. So that the medal obtained the relationship and trust components that lead to commitment and they are the key factors in the political field to form relationship marketing.
Mehdi Shahin , 2016. The Structural Model for the Application of Relationship Marketing in the Political Market. The Social Sciences, 11: 432-438.