Wojciech Cwalina, Andrzej Falkowski, Bruce I. Newman

Political Marketing: (eBook, ePUB)

Theoretical and Strategic Foundations

• Format: ePub

Produktbeschreibung

This is the first integrated theory-to-practice text on marketing's role in the political process. Incorporating insights and concepts drawn from Marketing, Psychology, and Political Science, it covers every aspect of marketing's infiltration into politics, including campaign strategy, market segmentation, and media strategy.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 352
• Erscheinungstermin: 28. Januar 2015
• Englisch
• ISBN-13: 9781317462583
• Artikelnr.: 42188112

Autorenporträt

Wojciech Cwalina is a professor in the Department of Marketing Psychology at the Warsaw School of Social Sciences and Humanities in Poland. Andrzej Falkowski is a professor of psychology and marketing and the head of the Department of Marketing Psychology at the Warsaw School of Social Sciences and Humanities in Poland. Bruce I. Newman is currently a professor of marketing at DePaul University. He was a visiting scholar at the Institute of Government at the University of California-Berkeley (2001-2002); in the Department of Political Science.

Inhaltsangabe

Introduction, Metatheory in Social Science and Political Marketing 2. An
Advanced Theory of Political Marketing: What Is Missing? 3. The Campaign
Message Development: Segmentation and Positioning on the Voting Market 4.
Candidate Image 5. Dissemination of the Campaign Message: Direct Campaign
and Debates 6. Dissemination of the Campaign Message: Mediated Campaign 7.
Postelection Marketing: Maintaining and Enhancing Relationship With Voters
8. Political Marketing and Democracy