Political Marketing in the 2020 U.S. Presidential Election (Hardcover, 1st ed. 2022)

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.

General

Imprint:	Springer Nature Switzerland AG
Country of origin:	Switzerland
Series:	Palgrave Studies in Political Marketing and Management
Release date:	December 2021
First published:	2022
Editors:	Jamie Gillies
Dimensions:	210 x 148 x 17mm (L x W x T)
Format:	Hardcover
Pages:	150
Edition:	1st ed. 2022
ISBN-13:	978-3-03-086558-0
Categories:	Books > Social sciences > Politics & government > Political science & theory Books > Social sciences > Politics & government > Political structure & processes > Elections & referenda Books > Business & Economics > Business & management > Management & management techniques > General Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	3-03-086558-4
Barcode:	9783030865580

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