The Political Marketing Strategy of Dealing With the COVID-19 Pandemic

Abstract

The present work seeks to construct a framework for analyzing political marketing strategies and tools in crises. The case study focuses on the marketing strategy and communication management of the COVID-19 pandemic in the cases of Albania, Bulgaria, Croatia, Cyprus, Greece, Kosovo, Romania, Republic of Serbia, and Turkey. The first section attempts a bibliographic review of the basic concepts of political marketing, the concept of crisis, and the evidence of the basic model on which the analysis is based. Then, the cases are presented in detail in the light of political marketing, strategies, and tactics used. The chapter jointly analyzes the marketing strategies of the countries in dealing with the pandemic through assessing their stance in terms of 1) threat, 2) opportunity, or 3) ignoring the urgency of the situation. The results and comparative analysis between the countries are presented in the discussion section.