Find out the real impact political marketing has on the democratic
process Winning Elections with Political Marketing is a unique look
at the election process on both sides of the Atlantic, providing
rare insight into how modern political communication and marketing
strategies are used in the United States and the United Kingdom.
The leading political researchers present a cross-section of their
latest findings, augmented with easy-to-read tables, charts, and
figures, and reinforced with extensive references and
bibliographies. The book addresses the key issues that define the
interplay between political marketing and the electorate in both
countries, including advertising, research methods and
cross-cultural research results, political choice behavior, imagery
management, the integration of business and social science theory,
and the impact of political marketing on democracy. While the
national election cycles of the two countries may be fundamentally
different, their election processes share one thing in common-a
trend toward permanent campaigning through embedded marketing
tactics that's becoming standard practice in the United States and
the United Kingdom. Winning Elections with Political Marketing
examines the theoretical underpinnings of policy development, the
characteristics of a successful political candidate, political
marketing from the perspective of the voters, campaign finance
regulations, and the effects of technological changes on political
communication. Winning Elections with Political Marketing looks at:
The Political Triangle determining market intelligence class,
rhetoric, and candidate portrayal voter perceptions the role of
President as party leader lobbying constituent communication voter
behavior grass roots campaigns political consulting the Internet
and e-newsletters the advantages of public funding and a study of
the United States presidential primaries from 1976 to 2004 Winning
Elections with Political Marketing is an essential resource for
political practitioners, researchers, and scholars, candidates
seeking political office, lobbyists, political action groups,
public relations professionals, journalists, fundraisers,
advertising specialists, and anyone with an interest in the
political process.
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