Political Marketing in the United States (eBook, PDF)

Redaktion: Lees-Marshment, Jennifer; Cosgrove, Kenneth; Conley, Brian

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 330
• Erscheinungstermin: 28. August 2014
• Englisch
• ISBN-13: 9781136212192
• Artikelnr.: 47894336

Autorenporträt

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.

Inhaltsangabe

Foreword; Dennis Johnson. 1. Marketing US politics; Jennifer
Lees-Marshment, Brian Conley and Kenneth Cosgrove. 2. The emergence of
voter targeting: learning to send the right message to the right voters;
Michael John Burton and Tasha Miracle. 3. Database political marketing in
campaigning and government; Lisa Spiller and Jeff Bergner. 4. Boutique
populism: The emergence of the Tea Party movement in the age of digital
politics; André Turcotte and Vincent Raynauld. 5. Primary elections and US
political marketing; Neil Bendle and Mihaela-Alina Nastasoiu. 6. Branding
the Tea Party: political marketing and an American social movement;
William J. Miller. 7. Access Hollywood: celebrity endorsements in American
politics; Alex Marland and Mireille Lalancett. 8. Personal political
branding at state level; Kenneth Cosgrove. 9. Brand management and
relationship marketing in online environments; Darren G. Lilleker and Nigel
Jackson. 10. Relationship marketing in social media practice: perspectives,
limitations and potential; Christine B. Williams and Girish J. "Jeff"
Gulati. 11. Mama Grizzlies: Republican female candidates and the political
marketing dilemma; Robert Busby. 12. The market research, testing and
targeting behind American political advertising; Travis N. Ridout. 13.
Crisis-management, marketing, and money in U.S. campaigns; R. Sam Garrett.
14. Communicating contemporary leadership in government: Barack Obama;
Edward Elder. 15. Does Obama care?: assessing the delivery of health reform
in the United States; Brian Conley. 16. US political marketing trends and
implications; Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove.