| Budget Amount *help |
¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000)
Fiscal Year 2013: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2012: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2011: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
Fiscal Year 2010: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Research Abstract |
What does political marketing imply for the democratic processes? Cases of the U.S. and Japan in the 2008/2009 election campaigns focusing on the change of dysfunctional democratic system, as well as the following governmental processes , conducted by Obama and the Democratic Party of Japan, were examined and evaluated to clarify the democratic implications of applied marketing in elections and governance. The findings are: 1) marketing may help, particularly for Obama, on market activation and organizing the voters by providing a clear alternative, while it backlashes in governance as partisanship remains and can be a barrier to compromise and consensus to move the agenda forward. 2) Thus 'delivery' of the promised product tends to be far short of the expected, which forces the leaders to redefine the product as appropriate to the new circumstances. 3) Skills for redesigning the product, promotion and accountability thus need to be more focused in a governmental marketing model.
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