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The go-to source on campaign management for nearly two decades is now updated to cover the latest in contemporary campaign expertise from general strategy to voter contact to the future of political campaigns.Political campaigning reinvents itself at a furious pace. This highly respected text recounts the evolution of modern campaign management and shares strategies and tactics common to American elections. Informed by the practical political experience of three scholarly authors, the book weaves important academic perspectives with insights garnered from close observation of electoral practice.
The fifth edition lays out the foundations of modern campaign management, going on to explore critical steps in running a "new style" campaign. Using fresh stories and recent research, the book follows American electioneering from the planning stages through Election Day and concludes with a view to the future of political campaigning. Critical updates examine the Tea Party movement, new political technologies, advances (and challenges) in opinion polling and field experimentation, and increasing polarization within the American electorate. New material includes an exploration of the Super PACs and non-candidate campaigns that are changing the strategic context of American elections.
Inhaltsverzeichnis
List of Figures and Tables
Preface
Introduction: Consultant-Centered Campaigns
Part I: CAMPAIGN PRELIMINARIES1 The Campaign Plan
2 The Context of the Race
3 Opposition Research
Part II: STRATEGIC THINKING4 Segment Analysis
5 Survey Research
6 Voter Targeting
Part III: CONTACT7 Fundraising Strategies and Tactics
8 Strategic Communications
9 Earned Media
10 Direct Voter Contact
Part IV: THE FUTURE OF ELECTIONEERING11 New Players and New Campaigns
12 The Evolving Style
References
Index
Über den Autor / die Autorin
Michael J. Burton, William J. Miller, and Daniel M. Shea
