Political marketing and communication
著者
書誌事項
Political marketing and communication
（Acamedia research monograph）
John Libbey, c1995
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内容説明・目次
内容説明
Too often in the democratic world, politics and media unite in a strange marriage where both sometimes harm each other. Of course, this phenomenon is increased when some major politicians accept insults during televised talk-shows which thereby begin to look like modern circus games. This book exposes how a global communication and political marketing process can truly help political leaders to master the steps needed to adapt their communication to the evolution of society. It undertakes a systematic and new approach to the matter, following a political science route. It mainly addresses politicians' political communication, taking into perspective campaigning for elections, as well as communication campaigns in order to improve their image or their notoriety. This work should be useful for students, for would-be politicians, or for any reader wishing to understand the keys of access to power.
目次
- The rise of modern political communication
- birth and rise of political marketing in the United States
- the foundations of modern political marketing
- political marketing - a global approach
- the means of analysis and information
- political marketing tools
- the traditional tools
- the audiovisual tools
- direct marketing methods
- the distincitive features of election campaigns
- the structure and actual organization of the campaign
- the particularities of local campaigns.
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