eBook - PDF

The Marketing of the President

Name: The Marketing of the President
ISBN: 9781452254562

Political Marketing as Campaign Strategy

Bruce I. Newman,

164 pages
English
PDF
Available on iOS & Android

eBook - PDF

The Marketing of the President

Political Marketing as Campaign Strategy

Bruce I. Newman,

About this book

Professor Bruce I. Newman correctly points out that in this information age, a candidate and his staff can test a new issue or idea very quickly, and if it looks salable, arrange to have the candidate get it before the correct bloc of voters in a very short period of time. . . . Newman is also correct in noting that the political party, as an institution, is no longer as dominant in elections. . . . Political junkies will love this material. --Conservative Review The Marketing of the President documents how political candidates are marketed by the same sophisticated techniques that experts use to sell legal and medical services. Bruce I. Newman addresses issues of serious concern to the health of the political process as he examines the roles of polling, direct mail, 900 numbers, and television in advertising. Using the 1992 presidential election as a case study, this extraordinary volume reveals how the American political process has been transformed--for better or worse--by the use of marketing techniques.

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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 Politique et relations internationales & Politique. We have over one million books available in our catalogue for you to explore.

Information

Publisher

SAGE Publications, Inc

Year

1993

Print ISBN

9780803951389

eBook ISBN

9781452254562

Edition

Topic

Politique et relations internationales

Subtopic

Politique

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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

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

About this book

Frequently asked questions

Information

Table of contents