Handbook of Political Marketing

By Bruce I. Newman

"It has been almost 40 years since John F. Kennedy campaigned for the presidency and introduced a revolutionary approach to campaigning that involved the latest, sophisticated marketing and communication strategies. If Kennedy were alive today and approaching his eightieth birthday, he would no doubt be amazed and intrigued to witness the way in which modern political campaigning has changed since he first redefined the process in 1960. Indeed, the advances and changes in political campaigning and marketing over the past 40 years parallel the explosive innovations that have been made in so many other fields with ties to technology, such as communication, science, and medicine. Today, political campaigns at all levels, from national races to state and local contests, depend on increasingly sophisticated marketing techniques."

--Peter D. Hart, President, Peter D. Hart Research Assoc.

This unique handbook brings together in one comprehensive volume the leading-edge thinking of some of the foremost political consultants, marketing experts, and political scientists in the world. Scholars and political professionals from nine different countries have contributed original chapters that provide a state-of-the-art review of the role of marketing "good and bad" in political campaigns. The handbook′s 40 chapters are organized in six sections that provide an exhaustive review of political marketing:

Conceptual and historical origins of political marketing Management of political campaigns Analysis of the political marketplace Development of political strategies Execution of political campaigns Political marketing and democracy

Each section includes a rich blend of academic and practitioner authors, often collaborating on chapters, resulting in a rich blend of theory and practice. The Handbook of Political Marketing is the essential field manual for politicians, campaign specialists, political consultants, pollsters, political advertising specialists, and anyone interested in the role of marketing in politics.

• Format: Hardcover
• Language: English
• ISBN: 076191109X
• ISBN13: 9780761911098
• Release Date: August 1999
• Publisher: SAGE Publications, Inc
• Length: 816 Pages
• Weight: 3.50 lbs.
• Dimensions: 10.3" x 1.8" x 7.3"