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The Marketing Revolution in Politics : What Recent U.S. Presidential Campaigns Can Teach Us About Effective Marketing /
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...
| Autor principal: | |
|---|---|
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Buffalo [New York] :
University of Toronto Press,
[2016]
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| Colección: | Book collections on Project MUSE.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 040 | |a MdBmJHUP |c MdBmJHUP | ||
| 100 | 1 | |a Newman, Bruce I, |e author. | |
| 245 | 1 | 4 | |a The Marketing Revolution in Politics : |b What Recent U.S. Presidential Campaigns Can Teach Us About Effective Marketing / |c Bruce I. Newman. |
| 264 | 1 | |a Buffalo [New York] : |b University of Toronto Press, |c [2016] | |
| 264 | 3 | |a Baltimore, Md. : |b Project MUSE, |c 2023 | |
| 264 | 4 | |c ©[2016] | |
| 300 | |a 1 online resource (224 pages): |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 500 | |a "Rotman-UTP Publishing"--Title page verso. | ||
| 505 | 0 | |a 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. | |
| 520 | |a 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 comes to effective branding, advertising, and relationship-building. The challenges facing a presidential campaign may be unique to the political arena, but the creative solutions are not. The Marketing Revolution in Politics shows how recent US presidential campaigns have adopted the latest marketing techniques and how organizations in the for-profit and non-profit sectors can benefit from their example. Distilling the marketing practices of successful political campaigns down into seven key lessons, Bruce I. Newman shows how organizations of any size can apply the same innovative, creative, and cost-effective marketing tactics as today's presidential hopefuls. A compelling study of marketing in the make-or-break world of American politics, this book should be a must-read for managers, students of marketing and political marketing, and anyone interested in learning more about how presidential campaigns operate. | ||
| 588 | |a Description based on print version record. | ||
| 650 | 7 | |a Marketing politique |z États-Unis. |2 ram | |
| 650 | 7 | |a Propagande electorale |z États-Unis. |2 ram | |
| 650 | 7 | |a Campagnes electorales |z États-Unis. |2 ram | |
| 650 | 7 | |a Political campaigns. |2 fast |0 (OCoLC)fst01069212 | |
| 650 | 7 | |a Communication in politics. |2 fast |0 (OCoLC)fst00870243 | |
| 650 | 7 | |a Campaign management. |2 fast |0 (OCoLC)fst00844867 | |
| 650 | 7 | |a Advertising, Political. |2 fast |0 (OCoLC)fst00797961 | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management |2 bisacsh | |
| 650 | 6 | |a Marketing |x Aspect politique |z États-Unis. | |
| 650 | 6 | |a Communication politique |z États-Unis. | |
| 650 | 6 | |a Publicite politique |z États-Unis. | |
| 650 | 6 | |a Campagnes electorales |x Gestion |z États-Unis. | |
| 650 | 6 | |a Campagnes electorales |z États-Unis. | |
| 650 | 0 | |a Marketing |x Political aspects |z United States. | |
| 650 | 0 | |a Communication in politics |z United States. | |
| 650 | 0 | |a Advertising, Political |z United States. | |
| 650 | 0 | |a Campaign management |z United States. | |
| 650 | 0 | |a Political campaigns |z United States. | |
| 651 | 7 | |a United States. |2 fast |0 (OCoLC)fst01204155 | |
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