Political Marketing in the United StatesJennifer Lees-Marshment, Brian Conley, Kenneth Cosgrove 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:
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
| 1 | |
Learning to Send the Right Message to the Right Voters | 26 |
3 Database Political Marketing in Campaigning and Government | 44 |
The Emergence of the Tea Party Movement in the Age of Digital Politics | 61 |
5 Primary Elections and US Political Marketing | 85 |
Political Marketing and an American Social Movement | 112 |
Celebrity Endorsements in American Politics | 130 |
8 Personal Political Branding at State Level | 148 |
Republican Female Candidates and the Political Marketing Dilemma | 202 |
12 The Market Research Testing and Targeting behind American Political Advertising | 220 |
13 CrisisManagement Marketing and Money in US Campaigns | 236 |
Barack Obama | 253 |
15 Does Obama Care? Assessing the Delivery of Health Reform in the United States | 272 |
16 US Political Marketing Trends and Implications | 289 |
List of Contributors | 307 |
| 311 | |
9 Brand Management and Relationship Marketing in Online Environments | 165 |
Perspectives Limitations and Potential | 185 |
Other editions - View all
Political Marketing in the United States Jennifer Lees-Marshment,Brian Conley,Kenneth Cosgrove Limited preview - 2014 |
Political Marketing in the United States Jennifer Lees-Marshment,Brian Conley,Kenneth Cosgrove No preview available - 2014 |
Political Marketing in the United States Jennifer Lees-Marshment,Brian Conley,Kenneth Cosgrove No preview available - 2014 |
Common terms and phrases
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