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The Sage Handbook of Political Marketing is a comprehensive resource that introduces the theory and practice of political marketing in a global, yet simultaneously localized, world. The practice of political marketing has evolved significantly during the 20th and 21st centuries, adapting to the rise of mass media, marketing communication, advertising, and the web. Traditionally dominated by US, European, and Australasian scholars, the field has up-to-now emphasized the Americanisation and professionalisation of campaigning styles.
Since the start of the new millennium, however, political marketing has transformed into a data-driven, specialized profession. With increasing digitalisation and the advent of AI, political marketing involves personally targeted, evidence-based messaging with real-time engagement and sentiment analysis. This approach is not limited to democratic regimes but is also widely adopted by authoritarian states worldwide.
The handbook addresses the global perspectives on political marketing, covering a myriad of contexts, cultures, and regimes. It encompasses insights into political marketing in regions seldom discussed in the literature, including Zimbabwe, Japan, India, Hong Kong, and Ukraine. These chapters enrich the debate on political marketing's impact on democracies and its use in non-democratic societies.
Organized into four parts, the handbook covers strategy, propaganda, digital evolution, ideology, and contemporary practices in political marketing. It explores topics such as the marketing of ideology, the impact of the internet and social media, the use of AI in political marketing, and the role of fake news and disinformation in campaigns. The handbook addresses the use of political marketing techniques in crisis management, political branding, the measurement of political marketing effects, and political marketing use outside of electoral campaigns.
The Sage Handbook of Political Marketing is an essential resource for scholars, practitioners, students, and politicos in general, seeking to understand the complexities of political marketing. It provides a comprehensive and nuanced exploration of the field, equipping readers to engage with the theoretical and practical aspects of political marketing in a rapidly changing world.
Part 1: Strategy in Political Marketing: Orthodox and Occidental Perspectives
Part 2: Political Marketing, Propaganda, and Digital Evolution: Global South and Eastern European Perspectives
Part 3: Ideology in Political Marketing: Advocacy, Movements, Lobbying, and Public Diplomacy
Part 4: Contemporary Political Marketing: Cybercampaigning, Fake News and Social Media
Contents
Foreword I - Sir Lynton Crosby
Foreword II - Christopher Arterton
Introduction - Paul Baines, Denisa Hejlova, Phil Harris, Costas Panagopoulos
Part 1: Strategy in Political Marketing: Orthodox and Occidental Perspectives
Chapter 1: Strategies and Tactics in Global Political Marketing: Cases and Challenges from Practitioner's Perspective - Alexander Braun
Chapter 2: Australia - Political Marketing in a Down Under Democracy - Andrew Hughes
Chapter 3: Positioning Presidents: Personal Branding in US Elections - Neil Collins, Patrick Butler
Chapter 4: Negative (Issue) Campaigning: Towards a Decision-Making Process and Framework - Paul Baines, Roger Mortimore
Chapter 5: Electoral Attacking Strategies: Lessons from the Electoral Debates in Spain and France - Marta Rebolledo De La Calle, Aurken Sierra
Chapter 6: Polarized and Connected: Measuring Campaign Effects in the 2016 and 2020 U.S. Presidential Elections - Koen Pauwels, Kai Manke, Raoul Kübler, Costas Panagopoulos
Chapter 7: A Political Brand Engagement and Positioning Framework: An Integrated Framework - Chris Pich, Dr. Guja Armannsdottir, Mr. Dawood Khan, Dr. Louise Spry
Chapter 8: The Continued Relevance of Political Advertising on Television: A Review of Its Effects and Content - Travis Ridout, Furkan Cakmak
Chapter 9: Social Media Content in the Turkish Presidential Elections: A Functional Theory of Political Campaign Discourse Perspective - Gözde Akdeniz, Birce Dobrucali Yelkenci, Burcu Ilter
Chapter 10: Managing Political Crises in Japan: A Political Communications Perspective - Igor Prusa
Chapter 11: Mobilise and sustain: Ukrainian strategic communications in the Russia-Ukraine War - Nigel Jones, Paul Baines
Part 2: Political Marketing, Propaganda, and Digital Evolution: Global South and Eastern European Perspectives
Chapter 12: Political Marketing and Propaganda: Definitions, Evolutionary Changes, and Their Implications for a Taxonomy of Regime Types - Denisa Hejlová
Chapter 13: Strategic Market Segmentation and Targeting in the 21st Century: Ethical Challenges, Trends and Innovations - Otto Eibl, Miloš Gregor
Chapter 14: Vetting Political Candidates in the Digital World - Filip Scherf, Michael Vintr
Chapter 15: Political Marketing and the Strategic Populism in Poland - Wojciech Cwalina, Pawel Koniak
Chapter 16: Disinformation and Elections: Old Challenge in the New Context - Sára Cigánková, Jonáš Syrovátka, Martin Vérteši
Chapter 17: Use of Analytics in Political Marketing: The Case of the Czech Republic - Anna Shavit, Marcela Konrádová
Chapter 18: Role of Content and Narrative in Indian Political Leader's Political Communication: A Narrative Paradigm Theory Approach - Pooja Sharma, Varsha Jain
Chapter 19: Political Marketing at the Bottom of the Pyramid: Shreds of Evidence from India - Subhojit Sengupta, Srabanti Mukherjee
Part 3: Ideology in Political Marketing: Advocacy, Movements, Lobbying, and Public Diplomacy
Chapter 20: The Marketing of an Ideal: The Hong Kong Democracy Movement - George Patsiouras
Chapter 21: Pick-Six: How Grassroots Organizations in the United States Can Use Core Stakeholder Influence Techniques in Political Marketing - Craig Fleisher, Jason Voiovich
Chapter 22: It's all about Position, Position, Position. The Case of the Five Star Movement in Italy - Fabio Bordignon, Luigi Ceccarini, Claudia Mariotti
Chapter 23: Soft Power, Art of the Media and International Political Marketing: A Cross-Cultural Perspective - Henry Sun, Phil Harris
Chapter 24: The Pandemic Olympics: Japan's Covid-19 Crisis Communications - Nancy Snow
Chapter 25: Marketing the Far-Right: How do they get it right? - Mona Moufahim
Chapter 26: Marketing Austerity Policies - Chris Robertson
Chapter 27: Women In Public Affairs And Lobbying - Maria Cristina Antonucci
Chapter 28: Going Blue In The Deep Red: How Kansas Voters Shocked The Nation And Protected Choice - Nada Hashmi, Suniti S. Bal, Anjali S. Bal
Part 4: Contemporary Political Marketing: Cybercampaigning, Fake News and Social Media
Chapter 29: Digital Political Campaigning and Social Media - Katherine Haenschen, Bridget Barrett
Chapter 30: The Role Of Artificial Intelligence In Political Marketing - Phil Harris, Chris Robertson
Chapter 31: Digital Political Marketing: Informing, Mobilising and Interacting during the 2023 Zimbabwean election - Darren Lilleker, Darlington Nyambiya
Chapter 32: Character Assassination in Electoral Negative Campaigns - Sergei A. Samoilenko, Alessandro Nai
Chapter 33: What Can Nation Branding Research Learn From Political Marketing? - Tom Wraight
Chapter 34: Challenges to Political Marketing: Overcoming Risks when Engaging in Socio-Political Issues - Jennifer J. Griffin
Chapter 35: Entrepreneurs or Franchisees: The Use of Individual versus Party Branding in Contemporary American Politics - Kenneth Cosgrove, Nathan R. Shrader
Chapter 36: Political Marketing amidst the Rise and Fall of Democratic Regimes in Africa - George M. Bob-Milliar, Lauren M. MacLean
Chapter 37: Persuasion and Persistence: A Large-Scale Field Experiment in a Presidential Campaign - David Nickerson
Chapter 38: The Challenge of Responding to Populism - Wayne Steger
