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Books > Social sciences > Politics & government > Political control & freedoms > Political control & influence > Political campaigning & advertising
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Routledge Handbook of Political Marketing (Paperback)
Loot Price: R1,713
Discovery Miles 17 130
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Routledge Handbook of Political Marketing (Paperback)
Expected to ship within 10 - 15 working days
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With the Obama campaign universally acknowledged as the most
successfully marketed presidential campaign of all time, the future
of political marketing is fiercely contested, provoking a wealth of
high quality scholarship from across the globe. This work provides
an accessible introduction to the field, international in both
content and authorship, which will set the direction of future
research. Routledge Handbook of Political Marketing contains
cutting edge contributions written by academic experts and informed
practitioners but will also have a cohesive structure, containing
emerging areas and authors alongside established ones. The handbook
addresses the practicalities as well as the broader impact of
political marketing on politics including its' role in the changing
relationship between political leaders, parties and voters. With
each chapter providing a comparative and carefully structured
discussion of a key topic, the handbook examines issues within the
following broad themes: Understanding the market, gathering ideas,
and debate Product development, branding and strategy Internal
Marketing Communicating and connecting with the public Government
Marketing - delivery, policy and leadership With each chapter
written to a common template presenting new research and
contemporary case studies, the handbook combines a succinct
presentation of the latest research with an accessible and
systematic format that will be of great interest to scholars and
practitioners alike.
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