The Marketing Revolution in Politics : What Recent U.S. Presidential Campaigns Can Teach Us About Effective Marketing /

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In 2008, Barack Obama's presidential campaign used an innovative combination of social media, big data, and micro-targeting to win the White House. In 2012, the campaign did it again, further honing those marketing tools and demonstrating that political marketing is on the cutting edge when it...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Newman, Bruce I. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Toronto : University of Toronto Press, [2018]
Temas:
Advertising, Political > United States.
Campaign management > United States.
Communication in politics > United States.
Political campaigns > United States.
DISCOUNT-C.
BUSINESS & ECONOMICS / Management.
Acceso en línea:Texto completo
Texto completo
Tabla de Contenidos:
  • Frontmatter
  • Contents
  • Acknowledgments
  • THE MARKETING REVOLUTION IN POLITICS
  • Introduction
  • 1. The Evolution of Marketing in Politics
  • 2. Lesson 1: Follow the Marketing Concept
  • 3. Lesson 2: Use Technology Strategically
  • 4. Lesson 3: Integrate Research Methods
  • 5. Lesson 4: Develop a Unique Brand Identity
  • 6. Lesson 5: Create a Winning Advertising Strategy
  • 7. Lesson 6: Build a Relationship with Your Customers
  • 8. Lesson 7: Be Prepared to Engage in Crisis Management
  • 9. Concluding Remarks
  • Appendix
  • Notes
  • Index

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