Political marketing: from conviction to seduction ; Le marketing politique : de la conviction à la séduction
Gros user of polls, political marketing is a growing discipline at still poorly defined borders. There are two common trends in the profession. One based its analyses on socio-political models similar to those proposed by political science. The other proposes a model of social and even political analysis, which puts cultural determinants at the forefront. ; As a heavy user of polls, political marketing is a discipline in full expansion whose limits are still badly defined. Two trends divide the profession - One bases its analysis on models of a socio-political science. The other proposes a model of social and even political analysis which puts emphasis on cultural factors. ; Gros user of polls, political marketing is a growing discipline at still poorly defined borders. There are two common trends in the profession. One based its analyses on socio-political models similar to those proposed by political science. The other proposes a model of social and even political analysis, which puts cultural determinants at the forefront. ; Gros utilisateur de sondages, le marketing politique est une discipline en pleine expansion, aux frontières encore mal définies. Deux tendances se partagent la profession. L'une fonde ses analyses sur des modèles de type sociopolitique proches de ceux proposés par la science politique. L'autre propose un modèle d'analyse sociale, voire politique, qui place au premier plan les déterminants culturels.