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El. knyga: Political Marketing in the United States

Edited by (Suffolk University, USA), Edited by (Suffolk University, USA), Edited by (University of Dundee, UK)
  • Formatas: 330 pages
  • Išleidimo metai: 28-Aug-2014
  • Leidėjas: Routledge
  • ISBN-13: 9781136212185
Kitos knygos pagal šią temą:
Political Marketing in the United StatesDidesnis paveikslėlis
  • Formatas: 330 pages
  • Išleidimo metai: 28-Aug-2014
  • Leidėjas: Routledge
  • ISBN-13: 9781136212185
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"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 Provide empirical examples as well as useful theoretical frameworks Include 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"--

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.

Recenzijos

"Lees-Marshment, Conley, and Cosgrove have made an enormous contribution to our understanding of political marketing, not just by bringing together prominent scholars all addressing an emerging and critical trend in American politics, but by offering us a coherent definition of how marketing in politics differs from mere campaign communications."

Christopher Arterton, The George Washington University

List of Tables
ix
List of Figures
xi
Acknowledgments xiii
Foreword xv
Professor Dennis W. Johnson
1 Marketing US Politics
1(25)
Jennifer Lees-Marshment
Brian M. Conley
Kenneth Cosgrove
2 The Emergence of Voter Targeting: Learning to Send the Right Message to the Right Voters
26(18)
Michael John Burton
Tasha Miracle
3 Database Political Marketing in Campaigning and Government
44(17)
Lisa Spiller
Jeff Bergner
4 Boutique Populism: The Emergence of the Tea Party Movement in the Age of Digital Politics
61(24)
Andre Turcotte
Vincent Raynauld
5 Primary Elections and US Political Marketing
85(27)
Neil Bendle
Mihaela-Alina Nastasoiu
6 Branding the Tea Party: Political Marketing and an American Social Movement
112(18)
William J. Miller
7 Access Hollywood: Celebrity Endorsements in American Politics
130(18)
Alex Marland
Mireille Lalancette
8 Personal Political Branding at State Level
148(17)
Kenneth Cosgrove
9 Brand Management and Relationship Marketing in Online Environments
165(20)
Darren G. Lilleker
Nigel Jackson
10 Relationship Marketing in Social Media Practice: Perspectives, Limitations and Potential
185(17)
Christine B. Williams
Girish J. "Jeff" Gulati
11 Mama Grizzlies: Republican Female Candidates and the Political Marketing Dilemma
202(18)
Robert Busby
12 The Market Research, Testing and Targeting behind American Political Advertising
220(16)
Travis N. Ridout
13 Crisis-Management, Marketing, and Money in US Campaigns
236(17)
R. Sam Garrett
14 Communicating Contemporary Leadership in Government: Barack Obama
253(19)
Edward Elder
15 Does Obama Care? Assessing the Delivery of Health Reform in the United States
272(17)
Brian M. Conley
16 US Political Marketing Trends and Implications
289(18)
Jennifer Lees-Marshment
Brian M. Conley
Kenneth Cosgrove
List of Contributors 307(4)
Index 311
Jennifer Lees-Marshment is an international expert in political marketing at the University of Auckland, New Zealand. Her books include The Routledge Handbook of Political Marketing (Routledge 2012), Political Marketing: principles and applications (Routledge 2009), Global Political Marketing (Routledge 2010), The Political Marketing Game (Palgrave Macmillan 2011) and Political Marketing in Canada (UBC, 2012). See www.lees-marshment.org for further details.

Brian Conley is an Assistant Professor of Government at Suffolk University in Boston, MA. His principal research interests are in the areas of US electoral politics, political parties, and political marketing and branding.

Kenneth Cosgrove is Associate Professor of Government at Suffolk University in Boston, MA. He is the author of Branded Conservatives: How the Brand Brought the American Right From the Fringes to the Center of American Politics. His research interests center on political marketing with a focus on branding in North American politics.
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