Political Marketing in the United States [Paperback]

Political Marketing in the United States explores how politicians and parties utilize marketing concepts and tools, providing an up-to-date and broad overview of how marketing permeates U.S. politics. The volume focuses on current and recent elections and leaders, and covers a range of topics, including market research, marketing parties and volunteers, strategy and branding, communications, delivery, and marketing in government.

The main themes and objectives of the book are to cover:

• New and emerging trends in political marketing practice
• Analysis of a broad range of political marketing aspects
• Empirical examples as well as useful theoretical frameworks
• Discussion of state/local level as well as presidential politics

This is the first comprehensive treatment of the subject available and captures the field as it is rapidly growing. It is a must-read for students and scholars of political parties, political communication, applied politics, and elections.

Foreword; Dennis Johnson.1. Marketing US politics; Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove. 2. The emergence of voter targeting: learning to send the right message to the right voters; Michael John Burton and Tasha Miracle. 3. Database political marketing in campaigning and government; Lisa Spiller and Jeff Bergner. 4. Boutique populism: The emergence of the Tea Party movement in the age of digital politics; Andr? Turcotte and Vincent Raynauld. 5. Primary elections and US political marketing; Neil Bendle and Mihaela-Alina Nastasoiu. 6. Branding the Tea Party: political marketing and an American social movement; William J. Miller. 7. Access Hollywood: celebrity endorsements in American politicslsd