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9780803951389

The Marketing of the President; Political Marketing as Campaign Strategy

by Bruce I. Newman
  • ISBN13:

    9780803951389

  • ISBN10:

    0803951388

  • eBook ISBN(s):

    9781452254562

  • Format: Paperback
  • Copyright: 1993-12-14
  • Publisher: Sage Publications, Inc

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Summary

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.

Table 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

Supplemental Materials

What is included with this book?

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