By Abdelouahad Shaki
By Abdelouahad Shaki
Rabat – A marketing planning framework to aid the PJD in improving its image and co?coordinating its political campaigns should be developed to keep pace with the changing nature of political campaigning in developed countries. The PJD needs more long?term planning; together with the development and implementation of marketing models in a wider sphere of its different political apparatus. The planning model should be developed using a hypothetico?inductive approach, imbibing from recent developments in established democracies political campaign management.
In general, I suggest that the PJD co?ordinates its election campaigns more effectively in order to strengthen its image among key citizens and voter groups by determining which target areas are most in need of resources. Further research is needed to determine how to position the party and to select and place advertising in the relevant media. PJD’s election campaigns are becoming more developed but that such development neglects to provide its political activities research and telemarketing campaigns, and post?election analysis exercises to monitor strengths and weaknesses in party strategy and campaign plan implementation. To settle this dysfunction the party should revolutionize its political management.
Given the general findings of the study, there should be several actions taken by the PJD to maintain a positive message and to foster connections with the voting public. Overall, this research presents the collective opinions of several experts and a review of literature of political marketing. Political campaigns are notorious for their comprehensive claims and audacious promises, but if candidates can remain truthful, and make strong positive impressions on people and emotional connections, their chances to become the elected official vastly improve.
This thesis serves as a guide for not only the PJD but also for other parties and professionals who are interested in political marketing and who are considering a potential political campaign, either on a local, or even national level. Consumers buy benefits; voters are “buying” confidence that the party will deliver what they want — essentially, the benefit(s) they want the elected PJD’s official to deliver. They change the voter’s behavior and therefore win elections when they connect emotionally with the voting public. They overcome the effect contenders and negative media bias when they connect with, speak directly to, and interact with their potential voters. This is the importance of the new emerging campaign tool — social media.
To cement a sustainable relationship with voters, the PJD has to learn vehemently from relationship marketing scholars. The outburst of marketing 3.0, relationship marketing, is in fact a relevant guideline for the party to professionalize its relation with voters. Marketing has evolved from customer-centric marketing into what can be described as human-centric marketing (Marketing 3.0). Being human-centric means looking at your customers and potential customers holistically – as multi-dimensional, values-driven human beings whose needs and desires go far beyond the direct consumption, benefit, or experience of your product or service, to encompass higher emotional, intellectual, and spiritual needs and desires.
Modern-day human beings desire to be inspired and creative; to live life purposefully; to connect with like-minded people, to share, and to be included; and to adopt into their lives products, services, and brands that share and/or embody their same values. To resonate with this “new customer,” a new culture of marketing is required. 
Abdelouahed SHAKI, PhD student, Northwest University, New york, USA.
 Adapted from SUPRIYA BISWAS, RELATIONSHIP MARKETING: Concepts, Theories and Cases , p 47, Asoke K. Ghosh, 2nd edition, 2014 –
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