Political marketing in the United States
By: edited by Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove
Publisher: Routledge
Published: 2014
Language: eng
Number of pages: 312
ISBN-13: 9780415632850; 9780415632867
Subjects: Marketing; Public relations and politics; Communication in politics
Description: "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"--
Notes: Includes bibliographical references and index.