The marketing of the president : political marketing as campaign strategy

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Bibliographic Information

The marketing of the president : political marketing as campaign strategy

Bruce I. Newman

Sage Publications, c1994

  • : pbk.

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Note

Includes bibliographical references (p. 152-153) and indexes

Description and Table of Contents

Description

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.

Table of Contents

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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