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Summary in English.

A review essay on books by (1) Jennifer Lees-Marshment, Political Marketing and British Political Parties (Manchester: Manchester U Press, 2001); (2) Bruce I. Newman (Ed), Handbook of Political Marketing (Thousand Oaks, CA: Sage, 1999); & (3) Fritz Plasser & Gunda Plasser, Global Political Campaigning. A Worldwide Analysis of Campaign Professionals and Their Practices (Westport: Praeger, 2002). The reviewer aims to delineate a general overview about political marketing, a subject located somewhere among political science, communication, psychology, & marketing. This subject is not well known in the Italian academic & professional panorama, but is quite developed in the Anglo-Saxon countries, especially after Downs's book on the "economic democracy." This contribution distinguishes between two different approaches to political marketing: The "reductionist" approach confines political marketing to the use of sophisticated technologies of communication & polling for the electoral campaign. The "holistic" approach considers instead the political marketing as a completely new paradigm, through which one can "read" & understand the entire complex of political phenomena. The article ends with an analysis of chances & risks regarding the application of marketing principles in the political arena. 20 References. Adapted from the source document.

A day of study on Elections & Political Parties in Italy was held on 13 Nov 2007 at the School of Political Science of the Atheno in memory of its former director Pasquale Scaramozzino, taking as a starting point some of his writings published posthumously in the volume edited by G. Sani, Diaro e numeri di una crisi. La transizione elettorale in Italia: 1900-2001 ([Diary and Enumeration of a Crisis. The Electoral Transition in Italy: 1900-2001] 2007). Presented here is an annotated transcription of the opening address delivered by Leopoldo Elia. After paying tribute to his departed friend, Elia reviews some of the major points of Scaramozzinos writings & notes their relevance for Italian politics today. Adapted from the source document.

Summary in English.