Swinging the Mandate: Developing and Managing a Winning Campaign

Sharma, Dheeraj

ISBN 10: 8184007604 / ISBN 13: 9788184007602

Editore: Random House, 2016

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pp. 256.

Codice articolo 18375057027

Dati bibliografici

• Titolo: Swinging the Mandate: Developing and Managing a Winning Campaign
• Editore: Random House
• Data di pubblicazione: 2016
• Lingua: Inglese
• ISBN 10: 8184007604
• ISBN 13: 9788184007602
• Rilegatura: Brossura
• Condizione: New

Descrizione articolo

Riassunto

Swinging the Mandate is a first-of-its-kind book on political campaign management in India. Prof. Dheeraj Sharma, chair of marketing at IIM Ahmedabad, and Narayan Singh Rao discuss how sophisticated campaign management strategies have been utilized in recent elections in India. The book offers excellent case studies from the historic general elections of 2014 and the landslide victory of AAP in the 2015 Delhi elections. It also gives examples of some hard-fought elections in Europe and North America to demonstrate increasing use of principles of marketing and management in campaign management. Armed with comprehensive research and interesting case studies, this accessible book reveals how star campaigners are built, what the marketing mix for a political party looks like, and how elections are won in India

Informazioni sull?autore

Dr Dheeraj Sharma is chair of marketing, IIM Ahmedabad. Narayan Singh Rao is a student at IIM Ahmedabad and a student leader with the youth wing of BJP.