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The Marketing of the President
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The Marketing of the President
Political Marketing as Campaign Strategy

  • Bruce I. Newman - The Center for Community Research, DePaul University, DePaul University, USA

December 1993 | 164 pages | SAGE Publications, Inc
"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.

 
PART ONE: THE EVOLUTION OF MARKETING IN POLITICS
 
The New Political Campaign Technology
 
The Shifting Winds of Politics
 
The Powers That Be
 
PART TWO: THE MARKETING CAMPAIGN
 
Voter Segmentation
 
Candidate Positioning
 
Strategy Formulation and Implementation
 
PART THREE: THE FUTURE OF POLITICAL MARKETING
 
Dial-in-Democracy

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ISBN: 9780803951389
$62.00

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