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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.
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.
Series Foreword
Foreword by Don E. Schultz
Acknowledgments
Introduction: In the Beginning
1 Promises, Promises
2 It's All Brand "New"
3 The Candidate as Chameleon
4 Speak Softly and Carry a Multimedia Strategy
5 Show Me the Money
6 The Dog Catches the Ambulance: Governing
7 Crystal Ball Political Marketing
Epilogue: Looking Back?.?Looking Forward
Notes
Suggested Readings
Index
| Erscheinungsjahr: | 2011 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | Gebunden |
| ISBN-13: | 9780313394041 |
| ISBN-10: | 0313394040 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Spiller, Lisa
Bergner, Jeff |
| Hersteller: | Praeger |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 240 x 161 x 17 mm |
| Von/Mit: | Lisa Spiller (u. a.) |
| Erscheinungsdatum: | 15.07.2011 |
| Gewicht: | 0,511 kg |
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.
Series Foreword
Foreword by Don E. Schultz
Acknowledgments
Introduction: In the Beginning
1 Promises, Promises
2 It's All Brand "New"
3 The Candidate as Chameleon
4 Speak Softly and Carry a Multimedia Strategy
5 Show Me the Money
6 The Dog Catches the Ambulance: Governing
7 Crystal Ball Political Marketing
Epilogue: Looking Back?.?Looking Forward
Notes
Suggested Readings
Index
| Erscheinungsjahr: | 2011 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | Gebunden |
| ISBN-13: | 9780313394041 |
| ISBN-10: | 0313394040 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Spiller, Lisa
Bergner, Jeff |
| Hersteller: | Praeger |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 240 x 161 x 17 mm |
| Von/Mit: | Lisa Spiller (u. a.) |
| Erscheinungsdatum: | 15.07.2011 |
| Gewicht: | 0,511 kg |
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