Turundus võib politseilises kontekstis tunduda liiga tugev sõna, sest kommunikatsioon jms võib asjakohasem tunduda. Kui aga mõelda politsei eesmärkidele ja praktikatele avalikkusega suhtlemisel, siis on paljudel juhtudel võimalik tuvastada hulgaliselt just turundusele omaseid tunnuseid.

Siinviidatud vabalevis olev tekst leidiski peamiselt koha põhjusel, et kasutab traditsiooniliselt politseivaldkonnaga seostatud valdkondadest (nt kriminoloogia, organisatsiooniteooriad, jms) erinevaid perspektiive ning nobelist Danial Kahnemani kirjatöödest (vt eesti keeles nt siit) tuntud mõistestik võiks olla kasulikuks lähtepunktiks mitmes politseivaldkonnas. Siin siiski turundusküsimused.


Social Contract Theory professes that the citizens in the society have given up some freedoms individually for a collective protection of rights in the society (D’Agostino, Gaus, & Thrasher, 2019 ). The state, in the broad sense of government, appoints policing organizations to uphold the said social contract.

Kivi kapsaaeda:

Policing is rarely viewed through the lens of marketing, but that is the primary way that this work contributes to the academic literature.

Kontekst Kanada politseist:

In Canada, Police organizations employed approximately 70,000 personnel and cost approximately $15.7 billion in 2019 (Conor, Carrière, Amey, Marcellu, & Sauvé, 2020)


Incorporating typical business strategies makes little sense for policing since they usually operate without routine competition (Ormanidhi & Stringa, 2008). However, Ansoff’s Matrix offers some insights into how policing organizations might frame and use the 4Ps of marketing.

Lugemishuvi suurendamiseks Daniel Kahnemani mõistestikust:

Problems arise in these arenas when System 1 takes over in a situation that calls for System 2. The quality of police behavior is more important to reputation as a trusted entity than instrumentality, the enforcement of laws. […] Kahneman (2013) explains framing as a concept of presentation of a situation in different ways. Although the situation remains unchanged, subject’s viewpoint can be entirely different, either positive or negative, depending on how the situation is presented. […] Kahneman (2013) wrote of the availability heuristic, which is defined as reliance on readily available information to make a judgement.

Thind, P., LeMay, S., & McMahon, D. (2022). The Application of Kahneman’s Concepts to Marketing Police in Ontario, Canada.