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 [Ontario] ; Buffalo [New York] : University of Toronto Press, [2016]
Temas:
Political campaigns > United States.
Campaign management > United States.
Advertising, Political > United States.
Communication in politics > United States.
Marketing > Political aspects > United States.
Campagnes électorales > États-Unis.
Campagnes électorales > Gestion > États-Unis.
Publicité politique > États-Unis.
Communication politique > États-Unis.
Marketing > Aspect politique > États-Unis.
BUSINESS & ECONOMICS / Management
Advertising, Political.
Campaign management.
Communication in politics.
Political campaigns.
Propagande électorale > États-Unis.
Marketing politique > États-Unis.
United States.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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 remark.

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