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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.
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