Providing a Model for Electoral Policies Agenda with a Political Marketing Approach

The purpose of this study was to provide a model for electoral policies agenda with a political marketing approach. It is a qualitative research done by Strauss and Corbin grounded theory method that relies on three stages of open, axial and selective coding. In this context, deep interviews were conducted with election experts, representatives, governors and university professors using theoretical sampling with snow ball technique. The number of samples continued until the responses reached the saturation stage (with 17 interviews). The data analysis was performed in three stages: open coding, axial coding, and selected coding and then explained according to the paradigmatic pattern of the intended grounded theory model. From the perspective of the participants the following items were recognized: causal conditions such as executive problems of electoral institution, weakness of the party system, misunderstanding of political marketing, legal and supervisory problems; main research phenomenon i.e. setting the agenda; contextual issues such as religious, ethnic, and structural elements; intervening elements such as cultural, political, economic dimensions.  Strategies are in three categories: solving administrative and supervisory problems, improving the understanding of political marketing, strengthening the democratic party system, and the consequences including:   promoting the party system, promoting the country’s electoral system and the country’s political development.