Welcome To Festive Earth Society

Introduction by the publisher
 The twenty-first century inherits profound geostrategic. World trade is reconfigured: nationalist claims, new information technologies, a consumer often disoriented and in search of an identity.
 
 The book apprehends these new power relationships born of globalization. He stressed the difficulty of translating the political marketing without prior apprehend culture. The 5th edition of International Marketing is more focused on political marketing and the cultural dimensions that are succeeding or failing companies to conquer world markets.
 
 The book has been completely revised and updated, provides care to offer many texts of illustration, giving more reality to the daily lives of consumers worldwide.

The development of a marketing plan assumes a reflection prior to a product, its market potential and the tools available and to create, with a goal: to facilitate product information and membership of the market, in time the shortest and the most impactante, at the best price if possible.
 
 This means that the input current presidential campaign does not match this pattern ideal, if only because the product (the candidate, his program) is alive and constructed as to the progress towards the 'election.
 
 It did not for three other reasons: Internet technologies are emerging, still experimental, is not the Internet, unlike traditional media, controlled by a few and finally, the political class phenomenon generation, discovered just this new world.
 
 The technical marketing on the internet, by youth and by necessity, akin to the guerrillas. They are of movement, flexibility, adaptation to the terrain, beatings carried out by small decentralized and autonomous.
 
 A national political campaign, led by or with a party, is more akin to traditional warfare, made of frontal troops large scale movements, which are necessarily slower. 
 

Marketing policy? The term conjures up negative connotations: in France, for some thirty years, a literary critic commercialization of the political spectacle, the elected officials who are selling brands as laundry, which replace the candidates by the ideas or palettes the predominance of pollsters and communicating on activists and ideologues.
 
 It is easy to oppose the election to the US - sondagite, commercial spots, big shows, image consultants guiding candidates for any of their statements, big-budget - on the one hand and on the other hand a model Republican far from home: the party produced a draft society that becomes proposals, which are supported by the candidates and discussed at the "fair" without calling on the fireworks show business, if possible, in written form or in austere pretax meetings in the school. We will see that this is not so simple.
 
 In short, with us, the dignity of the election is deemed incompatible with the professionalization of the "com" political, technical market.