A01=Jeff Bergner
A01=Lisa D. Spiller
Advertising and Sales
Author_Jeff Bergner
Author_Lisa D. Spiller
Business: Marketing
Category=JPWC
eq_bestseller
eq_isMigrated=1
eq_nobargain
eq_non-fiction
eq_society-politics
Product details
- ISBN 9780313394041
- Weight: 510g
- Dimensions: 156 x 235mm
- Publication Date: 15 Jul 2011
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: Hardback
Secure
checkout
Fast Shipping
Easy returns
American voters will be empowered by this revealing, behind-the-scene exposé of the marketing strategies and tactics political candidates use to win their hearts, minds, donations, and votes.
Branding the Candidate: Marketing Strategies to Win Your Vote was written to empower voters to become sharper, more informed political consumers. It does that by taking a close look at political marketing strategies, especially those used by the Obama presidential campaign, which took marketing to a new level of sophistication.
Specifically, the book discusses the creation of the Obama brand; how the Obama campaign used database-driven, political microtargeting and high-tech digital media to reach various market segments; and the campaign's development and implementation of new political fundraising techniques. The book also discusses how a candidate who is created as a "brand" must cope with the challenges of "brand management" once in power. Finally, the authors counsel voters on how to arm themselves against the branding and marketing techniques that will be employed by candidates in the 2012 election, and they reflect on what the widespread extension of these techniques to the political process means for American democracy.
Lisa Spiller, PhD, is professor of marketing at Christopher Newport University, Newport News, VA.
Jeff Bergner, PhD, has served as staff director of the Senate Foreign Relations Committee and as assistant secretary of state.
