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Political Marketing in the 2020 U.S. Presidential Election (Hardcover, 1st ed. 2022)
Loot Price: R1,970
Discovery Miles 19 700
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Political Marketing in the 2020 U.S. Presidential Election (Hardcover, 1st ed. 2022)
Series: Palgrave Studies in Political Marketing and Management
Expected to ship within 12 - 17 working days
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This book focuses on the U.S. presidential election spectacle, from
the primaries through to the November 2020 election and the
subsequent events leading up to the inauguration of Joe Biden as
the 46th president. A follow-up to Political Marketing in the 2016
U.S. Presidential Election,it uniquely focuses on the political
marketing and branding strategies of presidential candidates, with
particular attention to how those strategies have changed since the
2016 election. The 2020 election was as much about a continuous
strategy of targeting and maintaining voter enthusiasm as it was
about swaying undecided voters in the electorate, distinguishing it
from the horserace and implications of vote targeting in 2016.
Donald Trump had a base of support that was unwavering. Likewise,
Joe Biden and the Democrats counted on the same proportion of the
electorate to vote against Trump. The election was also a harbinger
of major new branding and marketing strategies, including
innovative uses of social media and direct appeals to voters. This
book presents diverse scholarly perspectives and research, with
practitioner-relevant content on practices and discourses that will
advance our current understandings of political marketing theories.
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