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Informationen zum Autor Philippe J. Maarek is a professor of information and communication science at the University of Paris East. He chairs the Section of Political Communication Research of the International Association for Media and Communication Research (IAMCR), and is former chair of the Research Committee in Political Communication of the International Political Science Association (IPSA). He is the founder and director of the Center for Comparative Studies in Political and Public Communication and is co-founder and former director of the Public and Political Communication Department at the University of Paris-East. He is on the editorial board of the International Journal of Press/Politics, European Journal of Communication, Central European Journal of Communication, the Spanish-language Estudios de Comunicacion Politica, and the Italian-language Communicazione Politica. Maarek is the author of Communication et Marketing de l'Homme Politique, (2007), and La Communication des élections présidentielles de 2007, participation ou représentation? (2009). Klappentext Campaign Communication and Political Marketing is a comprehensive, internationalist study of the modern political campaign. It indexes and explains their integral components, strategies, and tactics.* Offers comparative analyses of campaigns from country to country* Covers topics such as advertising strategy, demography, the effect of campaign finance regulation on funding, and more* Draws on a variety of international case studies including the campaigns of Barack Obama and Nicolas Sarkozy* Analyses the impact of digital media and 24/7 news cycle on campaign conduct Zusammenfassung Campaign Communication and Political Marketing is a comprehensive, internationalist study of the modern political campaign. It indexes and explains their integral components, strategies, and tactics. Inhaltsverzeichnis IntroductionPART ONE: THE RISE OF MODERN POLITICAL COMMUNICATION1. Birth and rise of political marketing in the United StatesPART TWO: THE FOUNDATIONS OF MODERN POLITICAL MARKETING2. Political marketing: a global approach3. The means of analysis and informationPART THREE: POLITICAL MARKETING TOOLS4. The traditional tools5. Audiovisual tools6. Direct marketing methods7. The growing importance of the InternetPART FOUR: THE ACTUAL RUNNING OF ELECTION CAMPAIGNS8. Structure and Organization of the Campaign9. The Particularities of Local CampaignsConclusionAppendixList of figuresList of tablesBibliographyIndex...
List of contents
Introduction
PART ONE: THE RISE OF MODERN POLITICAL COMMUNICATION
1. Birth and rise of political marketing in the United States
PART TWO: THE FOUNDATIONS OF MODERN POLITICAL MARKETING
2. Political marketing: a global approach
3. The means of analysis and information
PART THREE: POLITICAL MARKETING TOOLS
4. The traditional tools
5. Audiovisual tools
6. Direct marketing methods
7. The growing importance of the Internet
PART FOUR: THE ACTUAL RUNNING OF ELECTION CAMPAIGNS
8. Structure and Organization of the Campaign
9. The Particularities of Local Campaigns
Conclusion
Appendix
List of figures
List of tables
Bibliography
Index
Report
"This book provides a detailed and highly valuable account of the organizational processes that are driving these trends, but with important critical insights into improving the civic efficacy of political marketing." (European Journal of Communication, 1 February 2013)
"Maarek, Professor of Information and Communication Sciences at the Paris-East University, has authored various writings on political marketing, though this is perhaps his most comprehensive book on the subject to appear in English. . . This is an extensively well-researched and thorough book dealing with every level and stage of political campaigning." (The London School of Economics & Political Science, 7 August 2011)
