The media marketing mix and its role in confronting political crisis strategies: An analytical study of a sample of Iraqi university professors

Volume 20 , Issue 3 , December 2019 , Pages 229-262

Authors

يوسف حجيم سلطان الطائي 1 ; ساكار عزيز رشيد 2 ; حسين محمد علي كشكول 1

1 كلية االدارة واالقتصاد/ جامعة الكوفة

2 كلية االدارة واالقتصاد/ جامعة السليمانية

DOI logo 10.17656/jzsb.10914

Keywords

Abstract

This research study aims to understand the impact of media marketing mix on political crisis and
how media marketing mix can be used to manage political crisis in an efficient and effective manner.
The study was based on the descriptive approach, through an analytical study of the views of a sample
of Iraqi university professors, especially those working in the faculties of political science, media and
management.
The importance of this study is to apply media marketing mix with its seven dimensions to political
crises in order to reduce people’s anger. The study sample consisted of (125) individuals. The
statistical analysis was carried out according to the statistical package program for the study variables,
namely, marketing mix of the media with its seven dimensions and political crisis strategies with its
six dimensions.
The study has concluded that if media marketing mix is professionally used, it could reduce the
risks of political crisis. The study recommends using media marketing mix strategy to influence
public opinion and reduce the negative effects of the politics.

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  • Published at26 December 2019

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