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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
Other Titles in:
American Government and Politics
American Government and Politics
February 1994 | 164 pages | SAGE Publications, Inc
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
