This edited collection is one of the first books to focus on the
distinctive political marketing and branding strategies utilized by
the candidates and their parties in one of the most gripping
elections in U.S. history. It considers why this election was so
unusual from a political marketing perspective, calling for new
explanations and discussions about its implications for mainstream
political marketing theory and practice. At a time of political
upheaval, candidates from both parties - Donald Trump and Bernie
Sanders in particular - have appeared to overturn the conventional
wisdom that has hitherto dominated U.S. politics: that candidates
should appear 'presidential', be politically experienced and
qualified to run for office, and avoid controversial and
politically incorrect positions. This book presents scholarly
perspectives and research with practitioner-relatable content on
practices and discourses that look specifically at the Trump,
Clinton and Sanders campaigns and how they took current
understandings of political marketing and branding in new
directions.
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