Bruce I Newman 
The Marketing of the President [PDF ebook] 
Political Marketing as Campaign Strategy

Підтримка

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.

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Зміст

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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Мова Англійська ● Формат PDF ● Сторінки 164 ● ISBN 9781452254562 ● Розмір файлу 9.1 MB ● Видавець SAGE Publications ● Місто Thousand Oaks ● Країна US ● Опубліковано 1993 ● Видання 1 ● Завантажувані 24 місяців ● Валюта EUR ● Посвідчення особи 5352214 ● Захист від копіювання Adobe DRM
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