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Full Description
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.
Contents
Foreword; Dennis Johnson. 1. Marketing US politics; Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove. 2. The emergence of voter targeting: learning to send the right message to the right voters; Michael John Burton and Tasha Miracle. 3. Database political marketing in campaigning and government; Lisa Spiller and Jeff Bergner. 4. Boutique populism: The emergence of the Tea Party movement in the age of digital politics; André Turcotte and Vincent Raynauld. 5. Primary elections and US political marketing; Neil Bendle and Mihaela-Alina Nastasoiu. 6. Branding the Tea Party: political marketing and an American social movement; William J. Miller. 7. Access Hollywood: celebrity endorsements in American politics; Alex Marland and Mireille Lalancett. 8. Personal political branding at state level; Kenneth Cosgrove. 9. Brand management and relationship marketing in online environments; Darren G. Lilleker and Nigel Jackson. 10. Relationship marketing in social media practice: perspectives, limitations and potential; Christine B. Williams and Girish J. "Jeff" Gulati. 11. Mama Grizzlies: Republican female candidates and the political marketing dilemma; Robert Busby. 12. The market research, testing and targeting behind American political advertising; Travis N. Ridout. 13. Crisis-management, marketing, and money in U.S. campaigns; R. Sam Garrett. 14. Communicating contemporary leadership in government: Barack Obama; Edward Elder. 15. Does Obama care?: assessing the delivery of health reform in the United States; Brian Conley. 16. US political marketing trends and implications; Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove.
