Özet:

Politics is a very new area that is addressed in the marketing framework. But it is also claimed that the concept of political marketing was first used by Kelley in 1956. Although similar tasks have been performed in other countries, U.S. sources describe John Bekley as the first political adviser to consult Thomas Jefferson. (Phill, 1999, p. 2 ) The widespread use of marketing in the field of politics will affect not only the campaign work of political parties, but also many issues including the leadership power, membership rights, the constitution and the policies to be followed. The marketing-oriented political understanding will focus on the needs of voters, allowing voters to be more closely and accurately identified. The political product has its abstract and complex characteristics in a heavy condition. Party, candidates, ideologies and party programs can be evaluated in the content of political products. In the long term, political products are purchased. This is similar to the purchase of the service. The payment is made in advance but the service is not purchased at the time the payment is made. In traditional marketing, such products are in a small number. However, all products in political marketing carry this feature. In political marketing, the voter may prefer a political product while he likes a different product. For example, he can give a game to a particular party for ideological reasons, although he does not like his candidate. The aim of this study is to address the fundamental elements of strategic marketing planning and strategic marketing planning in political parties and to detail and evaluate the fundamental arguments of strategic marketing planning in the MHP sample. In our study, using various domestic and foreign sources, we have tried to analyze the factors affecting the electoral behavior of the Nationalist Movement Party in particular in Turkey.