Political Marketing in the United States explores how politicians and parties utilize marketing concepts and tools, providing an up-to-date and broad overview of how marketing permeates U.S. politics. The volume focuses on current and recent elections and leaders, and covers a range of topics, including market research, marketing parties and volunteers, strategy and branding, communications, delivery, and marketing in government. The main themes and objectives of the book are to cover: New and emerging trends in political marketing practice Analysis of a broad range of political marketing aspects Empirical examples as well as useful theoretical frameworks Discussion of state/local level as well as presidential politics This is the first comprehensive treatment of the subject available and captures the field as it is rapidly growing. It is a must-read for students and scholars of political parties, political communication, applied politics, and elections.

Political Marketing in the United States explores how politicians and parties utilize marketing concepts and tools, providing an up-to-date and broad overview of how marketing permeates U.S. politics. The volume focuses on current and recent elections and leaders, and covers a range of topics, including market research, marketing parties and volunteers, strategy and branding, communications, delivery, and marketing in government. The main themes and objectives of the book are to cover: New and emerging trends in political marketing practice Analysis of a broad range of political marketing aspects Empirical examples as well as useful theoretical frameworks Discussion of state/local level as well as presidential politics This is the first comprehensive treatment of the subject available and captures the field as it is rapidly growing. It is a must-read for students and scholars of political parties, political communication, applied politics, and elections.

Readings in American Politics and Political Marketing provides students with a curated selection of articles about American political institutions, the way the United States interacts with the rest of the world, and the ways in which political communication has influenced both. The anthology shows how the political system works, how it has evolved over time, and how select structures and forces produce both continuity and change in American politics. The book is organized into four units. Unit I examines the ways in which America's place in the world is changing. The readings show that the modern United States is in a different strategic position and confronted with different challenges than it was during the Cold War and its aftermath. In Unit II, students read about the interplay of American political institutions, including the battles that regularly take place between Congress and the presidency, how individual states have considerable influence on public policy, and more. Unit III examines the influence of consumer marketing techniques on politics. Readings showcase how changes in communications technology have made it possible for Americans and their leaders to be more in touch than ever before, and what that means for modern politics. The final unit examines the ways in which ideas fuel political movements, with readings that consider identity politics and social movements in the U.S. Illuminating and current, Readings in American Politics and Political Marketing is an ideal textbook for courses and programs in political science.