Handbook of political marketing

著者

書誌事項

Handbook of political marketing

Bruce I. Newman, editor

Sage Publications, c1999

大学図書館所蔵 件 / 全16件

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

`Bruce Newman has produced a masterpiece - the Handbook of Political Marketing. It is a wonderful synopsis of theory and reality' - Phil Harris, The Chairman of the Academy of Marketing This Handbook brings together in one volume the work of the world's foremost political consultants, marketing experts and political scientists. Scholars and political professionals from nine different countries have contributed original chapters that provide a state-of-the-art review of the role of marketing - good and bad - in political campaigns. The Handbook's forty chapters are organized in six sections that provide an exhaustive review of political marketing. Each section includes a rich blend of academic and practitioner authors, often collaborating on chapters, resulting in a rich blend of theory and practice. The Handbook of Political Marketing is the essential field manual for academics, politicians, campaign specialists, political consultants, pollsters, political advertising specialists, and anyone interested in the role of marketing in politics.

目次

Foreword - Peter D Hart Preface - Bruce I Newman PART ONE: CONCEPTUAL AND HISTORICAL ORIGINS OF POLITICAL MARKETING Political Marketing - Philip Kotler and Neil Kotler Generating Effective Candidates, Campaigns and Causes Elite, Popular, and Merchandised Politics - Richard M Perloff Historical Origins of Presidential Campaign Marketing The Marketing Colonization of Political Campaigning - Dominic Wring A Conceptual Framework for Political Marketing - Patrick Butler and Neil Collins The Permanent Campaign - Dan Nimmo Marketing as a Governing Tool PART TWO: MANAGEMENT OF POLITICAL CAMPAIGNS Is There a European Style of Political Marketing? A Survey of Political Managers and Consultants - Fritz Plasser, Christian Scheucher and Christian Senft Political Consulting - Dennis F Kinsey Bridging the Academic and Practical Perspectives Managing Volunteers - Gregory G Lebel Times Have Changed - Or Have They? Greater Than the Sum of Its Parts - Dan Schnur Coordinating the Paid and Earned Media Message Money Doesn't Grow on Trees - Jennifer A Steen Fundraising in American Political Campaigns PART THREE: ANALYSIS OF THE POLITICAL MARKETPLACE Media Polls, Candidates, and Campaigns - Pama Mitchell and Rob Daves Pre-Election Polling and Political Campaigns - Eric W Rademacher and Alfred J Tuchfarber Exit Polls and Election Campaigns - Jurgen Hofrichter Only the Facts - Craig Varoga and Mike Rice Professional Research and Message Development A Predictive Model of Voter Behavior - Bruce I Newman The Re-Positioning of Bill Clinton Methodology of Constructing Effective Political Advertising - Andrzej Falkowski and Wojciech Cwalina An Empirical Study of the Polish Presidential Election in 1995 A Value-Oriented Model of Candidate Appraisal - Frank Huber and Andreas Herrmann Grabbing the Nonvoter - Dorina Miron PART FOUR: DEVELOPMENT OF POLITICAL STRATEGY The Nonverbal Image of Politicians and Political Parties - Gunter Schweiger and Michaela Adami Direct Marketing - Elaine Sherman How Does it Work for Political Campaigns? Televised Debates - Sidney Kraus Marketing Presidential Candidates Voter Segmentation and Candidate Positioning - Paul R Baines Political Advertising - Lynda Lee Kaid A Summary of Research Findings Through a Glass Darkly - J Harry Wray Television and American Electoral Politics Selected Aspects of Communication in German Election Campaigns - Knut Bergmann and Wolfram Wickert The Impact of Television on the Democratization Processes - Lilia Raycheva Does the Media Reflect or Shape Public Opinion - Jolan Roka PART FIVE: EXECUTION OF POLITICAL CAMPAIGNS The Machine was Alive and Well and Living in Skokie - Judith-Rae E Ross Limitations of Political Marketing? - Phil Harris, Andrew Lock and Jennie Roberts A Content Analysis of Press Coverage of Political Issues during the 1997 UK General Election Campaign Against the Fundamental Rules - Hans Schmid and Dietmar Ecker The Impact of Dr Joe's Strategic Positioning - Michael Strugl, Hans Lugmayr and Klaus Weissman A Case Study of a Successful Marketing-Based Election Campaign in Upper Austria Democracy and Elections in the New East Central Europe - Daniel Odescalchi `Goods Over God' - Phil Harris, Hanne Gardner and Nadia Vetter Lobbying and Political Marketing - A Case Study of the Campaign by the Shopping Hours Reform Council to Change Sunday Trading Laws in the United Kingdom How Marketing Changed the World - Nigel Allington, Philip Morgan and Nicholas O'Shaughnessy The Political Marketing of an Idea - A Case Study of Privitization Interest Groups and the Political Process - Barbara Lindsay Gender Issues The Permanent Campaign - Wayne P Steger Marketing from the Hill PART SIX: POLITICAL MARKETING AND DEMOCRACY You Can't Teach a Dead Dog New Tricks - Jon B Gould The Problem of Campaign Finance and Why Reform Has Not Worked The Cyberspace Election of the Future - Dennis W Johnson Political Marketing and Political Propaganda - Nicholas O'Shaughnessy Money and Politics - J Harry Wray

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