Handbook of Political Marketing

ISBN 13: 9780761911098

Handbook of Political Marketing

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9780761911098: Handbook of Political Marketing

'Bruce Newman has produced a masterpiece - the Handbook of Political Marketing. It is a wonderful synopsis of theory and reality' - Phil Harris, The Chairman of the Academy of Marketing This Handbook brings together in one volume the work of the world's foremost political consultants, marketing experts and political scientists. 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 forty chapters are organized in six sections that provide an exhaustive review of political marketing. 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 academics, politicians, campaign specialists, political consultants, pollsters, political advertising specialists, and anyone interested in the role of marketing in politics.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Contenuti:

Foreword - Peter D Hart
Preface - Bruce I Newman
PART ONE: CONCEPTUAL AND HISTORICAL ORIGINS OF POLITICAL MARKETING
Political Marketing - Philip Kotler and Neil Kotler
Generating Effective Candidates, Campaigns and Causes
Elite, Popular, and Merchandised Politics - Richard M Perloff
Historical Origins of Presidential Campaign Marketing
The Marketing Colonization of Political Campaigning - Dominic Wring
A Conceptual Framework for Political Marketing - Patrick Butler and Neil Collins
The Permanent Campaign - Dan Nimmo
Marketing as a Governing Tool
PART TWO: MANAGEMENT OF POLITICAL CAMPAIGNS
Is There a European Style of Political Marketing? A Survey of Political Managers and Consultants - Fritz Plasser, Christian Scheucher and Christian Senft
Political Consulting - Dennis F Kinsey
Bridging the Academic and Practical Perspectives
Managing Volunteers - Gregory G Lebel
Times Have Changed - Or Have They?
Greater Than the Sum of Its Parts - Dan Schnur
Coordinating the Paid and Earned Media Message
Money Doesn’t Grow on Trees - Jennifer A Steen
Fundraising in American Political Campaigns
PART THREE: ANALYSIS OF THE POLITICAL MARKETPLACE
Media Polls, Candidates, and Campaigns - Pama Mitchell and Rob Daves
Pre-Election Polling and Political Campaigns - Eric W Rademacher and Alfred J Tuchfarber
Exit Polls and Election Campaigns - Jürgen Hofrichter
Only the Facts - Craig Varoga and Mike Rice
Professional Research and Message Development
A Predictive Model of Voter Behavior - Bruce I Newman
The Re-Positioning of Bill Clinton
Methodology of Constructing Effective Political Advertising - Andrzej Falkowski and Wojciech Cwalina
An Empirical Study of the Polish Presidential Election in 1995
A Value-Oriented Model of Candidate Appraisal - Frank Huber and Andreas Herrmann
Grabbing the Nonvoter - Dorina Miron
PART FOUR: DEVELOPMENT OF POLITICAL STRATEGY
The Nonverbal Image of Politicians and Political Parties - Günter Schweiger and Michaela Adami
Direct Marketing - Elaine Sherman
How Does it Work for Political Campaigns?
Televised Debates - Sidney Kraus
Marketing Presidential Candidates
Voter Segmentation and Candidate Positioning - Paul R Baines
Political Advertising - Lynda Lee Kaid
A Summary of Research Findings
Through a Glass Darkly - J Harry Wray
Television and American Electoral Politics
Selected Aspects of Communication in German Election Campaigns - Knut Bergmann and Wolfram Wickert
The Impact of Television on the Democratization Processes - Lilia Raycheva
Does the Media Reflect or Shape Public Opinion - Jolán Roka
PART FIVE: EXECUTION OF POLITICAL CAMPAIGNS
The Machine was Alive and Well and Living in Skokie - Judith-Rae E Ross
Limitations of Political Marketing? - Phil Harris, Andrew Lock and Jennie Roberts
A Content Analysis of Press Coverage of Political Issues during the 1997 UK General Election Campaign
Against the Fundamental Rules - Hans Schmid and Dietmar Ecker
The Impact of Dr Joe’s Strategic Positioning - Michael Strugl, Hans Lugmayr and Klaus Weissman
A Case Study of a Successful Marketing-Based Election Campaign in Upper Austria
Democracy and Elections in the New East Central Europe - Daniel Odescalchi
`Goods Over God' - Phil Harris, Hanne Gardner and Nadia Vetter
Lobbying and Political Marketing - A Case Study of the Campaign by the Shopping Hours Reform Council to Change Sunday Trading Laws in the United Kingdom
How Marketing Changed the World - Nigel Allington, Philip Morgan and Nicholas O'Shaughnessy
The Political Marketing of an Idea - A Case Study of Privitization
Interest Groups and the Political Process - Barbara Lindsay
Gender Issues
The Permanent Campaign - Wayne P Steger
Marketing from the Hill
PART SIX: POLITICAL MARKETING AND DEMOCRACY
You Can't Teach a Dead Dog New Tricks - Jon B Gould
The Problem of Campaign Finance and Why Reform Has Not Worked
The Cyberspace Election of the Future - Dennis W Johnson
Political Marketing and Political Propaganda - Nicholas O'Shaughnessy
Money and Politics - J Harry Wray

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Newman, Bruce I
Editore: SAGE Publications, Inc (1999)
ISBN 10: 076191109X ISBN 13: 9780761911098
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Descrizione libro SAGE Publications, Inc, 1999. Hardcover. Condizione libro: New. Ships Fast! Satisfaction Guaranteed!. Codice libro della libreria mon0000502338

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Newman, Bruce I
Editore: SAGE Publications, Inc (1999)
ISBN 10: 076191109X ISBN 13: 9780761911098
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Descrizione libro SAGE Publications, Inc, 1999. Hardcover. Condizione libro: New. New item. Codice libro della libreria QX-046-X9-4437704

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