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The Marketing of the President
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The Marketing of the President
Political Marketing as Campaign Strategy

  • Bruce I. Newman - The Center for Community Research, DePaul University, DePaul University, USA
February 1994 | 164 pages | SAGE Publications, Inc
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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.
 
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

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ISBN: 9780803951389
£81.00
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