Marketing of the President - Political Marketing As Campaign Strategy

Using the 1992 presidential election as a case study, this book reveals how the American political process has been transformed by the use of marketing techniques. The author addresses issues of serious concern to the health of the political process including the role of polling, direct mail and television advertising. This is the first comprehensive account of the influence of marketing in a presidential election campaign.

List of contents

PART ONE: THE EVOLUTION OF MARKETING IN POLITICS
The New Political Campaign Technology
The Shifting Winds of Politics
The Powers That Be
PART TWO: THE MARKETING CAMPAIGN
Voter Segmentation
Candidate Positioning
Strategy Formulation and Implementation
PART THREE: THE FUTURE OF POLITICAL MARKETING
Dial-in-Democracy

Product details

• Authors: B. I. Newman, B.i. Newman, Bruce I Newman, Bruce I. Newman
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 22.02.1994
• EAN: 9780803951389
• ISBN: 978-0-8039-5138-9
• No. of pages: 164
• Subject: Social sciences, law, business > Political science > Political science and political education