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

By: Material type: TextTextPublisher: Toronto : University of Toronto Press, [2018]Copyright date: 2016Description: 1 online resource (224 p.) : 2 figuresContent type:
Media type:
Carrier type:
ISBN:
  • 9781442647992
  • 9781442669734
Subject(s): DDC classification:
  • 324.70973 23
LOC classification:
  • JK2281 .N49 2016eb
Other classification:
  • online - DeGruyter
Online resources:
Contents:
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
Summary: 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. Winner of the 2016 International Book Award in the "Business: Marketing & Advertising" category.
Holdings
Item type Current library Call number URL Status Notes Barcode
eBook eBook Biblioteca "Angelicum" Pont. Univ. S.Tommaso d'Aquino Nuvola online online - DeGruyter (Browse shelf(Opens below)) Online access Not for loan (Accesso limitato) Accesso per gli utenti autorizzati / Access for authorized users (dgr)9781442669734

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

restricted access online access with authorization star

http://purl.org/coar/access_right/c_16ec

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. Winner of the 2016 International Book Award in the "Business: Marketing & Advertising" category.

Mode of access: Internet via World Wide Web.

In English.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 19. Oct 2024)