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About This Book
Using the 1992 presidential election as a case study, this book reveals how the American political process has been transformed by the use of marketing techniques. The author addresses issues of serious concern to the health of the political process including the role of polling, direct mail and television advertising. This is the first comprehensive account of the influence of marketing in a presidential election campaign.
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Yes, you can access The Marketing of the President by Bruce I Newman in PDF and/or ePUB format, as well as other popular books in Politics & International Relations & Politics. We have over one million books available in our catalogue for you to explore.
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PART
I
The
Evolution
of
Marketing
in
Politics
As
we
look
at
presidential
elections
before
1956,
we
go
back
to
a
point
in
time
when
politics
operated
by
the
principle
of
grass-roots
efforts
(or
machine
politics).
Candidates
relied
on
the
national
party
organization
to
solicit
help
from
local
and
state
party
officials
to
coordinate
a
volun
teer
network
of
support.
(We
still
see
this
principle
driving
campaigns
at
the
local
and
state
levels.)
In
terms
of
a
marketing
orientation,
campaigns
during
this
time
were
driven
by
the
forces
of
distribution
(what
we
in
marketing
refer
to
as
the
person-to-person
contact
that
takes
place
as
a
product
is
transported
from
the
manufacturer
to
the
wholesaler
to
the
retailer
to
the
consumer).
Without
the
benefit
of
the
1
Table of contents
- Cover
- Contents
- Acknowledgments
- Foreword
- Preface
- Part I - The Evolution of Marketing in Politics
- Chapter 1 - The New Political Campaign Technology
- Chapter 2 - The Shifting Winds of Politics
- Chapter 3 - The Powers That Be
- Part II - The Marketing Campaign
- Chapter 4 - Voter Segmentation
- Chapter 5 - Candidate Positioning
- Chapter 6 - Strategy Formulation and Implementation
- Part III - The Future of Political Marketing
- Chapter 7 - Dial-In Democracy
- References
- Author Index
- Subject Index
- About the Author