000			03942nam a22005535i 4500
001			211391
003			IT-RoAPU
005			20250106150641.0
006			m|||||o||d||||||||
007			cr || ||||||||
008			241019t20182016onc fo d z eng d
020			_a9781442647992 _qprint
020			_a9781442669734 _qPDF
024	7		_a10.3138/9781442669734 _2doi
035			_a(DE-B1597)9781442669734
035			_a(DE-B1597)498541
035			_a(OCoLC)1237194663
040			_aDE-B1597 _beng _cDE-B1597 _erda
050		4	_aJK2281 _b.N49 2016eb
072		7	_aBUS041000 _2bisacsh
082	0	4	_a324.70973 _223
084			_aonline - DeGruyter
100	1		_aNewman, Bruce I. _eautore
245	1	4	_aThe Marketing Revolution in Politics : _bWhat Recent U.S. Presidential Campaigns Can Teach Us About Effective Marketing / _cBruce I. Newman.
264		1	_aToronto : _bUniversity of Toronto Press, _c[2018]
264		4	_c2016
300			_a1 online resource (224 p.) : _b2 figures
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0	0	_tFrontmatter -- _tContents -- _tAcknowledgments -- _tTHE MARKETING REVOLUTION IN POLITICS -- _tIntroduction -- _t1. The Evolution of Marketing in Politics -- _t2. Lesson 1: Follow the Marketing Concept -- _t3. Lesson 2: Use Technology Strategically -- _t4. Lesson 3: Integrate Research Methods -- _t5. Lesson 4: Develop a Unique Brand Identity -- _t6. Lesson 5: Create a Winning Advertising Strategy -- _t7. Lesson 6: Build a Relationship with Your Customers -- _t8. Lesson 7: Be Prepared to Engage in Crisis Management -- _t9. Concluding Remarks -- _tAppendix -- _tNotes -- _tIndex
506	0		_arestricted access _uhttp://purl.org/coar/access_right/c_16ec _fonline access with authorization _2star
520			_aIn 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.
538			_aMode of access: Internet via World Wide Web.
546			_aIn English.
588	0		_aDescription based on online resource; title from PDF title page (publisher's Web site, viewed 19. Oct 2024)
650		0	_aAdvertising, Political _zUnited States.
650		0	_aCampaign management _zUnited States.
650		0	_aCommunication in politics _zUnited States.
650		0	_aPolitical campaigns _zUnited States.
650		4	_aDISCOUNT-C.
650		7	_aBUSINESS & ECONOMICS / Management. _2bisacsh
850			_aIT-RoAPU
856	4	0	_uhttps://doi.org/10.3138/9781442669734
856	4	0	_uhttps://www.degruyter.com/isbn/9781442669734
856	4	2	_3Cover _uhttps://www.degruyter.com/document/cover/isbn/9781442669734/original
942			_cEB
999			_c211391 _d211391