|
|
Sold Out
Book Categories |
| Acknowledgments | ||
| Foreword | ||
| Preface | ||
| Pt. I | The Evolution of Marketing in Politics | 1 |
| 1 | The New Political Campaign Technology | 5 |
| So What Is Marketing? | 8 | |
| A Model of Political Marketing | 11 | |
| A Shift in Power From Party Bosses to Consultants | 15 | |
| The Role of Negative Advertising | 15 | |
| A Historical Perspective on the Merging of Marketing and Politics | 17 | |
| Marketing and the 1992 Presidential Election | 20 | |
| 2 | The Shifting Winds of Politics | 24 |
| The Candidates Are Going Direct to the Voter | 26 | |
| The High Costs of Running for President | 26 | |
| An Older, Fragmented, and More Informed Electorate | 27 | |
| Old Methods and Tactics Are Not Working | 28 | |
| The Decline of Party Loyalty | 29 | |
| The Powerful Press | 30 | |
| Today's Press Is More Educated and Experienced | 30 | |
| A Brief Description and Evolution of the Marketing Concept | 31 | |
| Are the Best Possible Candidates Running for Office? | 34 | |
| The Party Concept Versus the Marketing Concept | 35 | |
| 3 | The Powers That Be | 42 |
| Technology | 44 | |
| Structural Shifts | 47 | |
| The Power Brokers | 52 | |
| Pt. II | The Marketing Campaign | 63 |
| 4 | Voter Segmentation | 67 |
| A Comparison of Voter Needs and Consumer Needs | 69 | |
| A Model of Voter Behavior | 70 | |
| The Market Segmentation Strategies of Bush, Clinton, and Perot | 75 | |
| 5 | Candidate Positioning | 86 |
| Assessing the Candidate's Strengths and Weaknesses | 88 | |
| Assessing Competition | 89 | |
| Targeting Segments | 90 | |
| Establishing Image | 91 | |
| The Candidate-Positioning Strategies of Bush, Clinton, and Perot | 92 | |
| 6 | Strategy Formulation and Implementation | 103 |
| The Marketing Strategies of Bush, Clinton, and Perot | 105 | |
| The Strategic Plan | 120 | |
| Pt. III | The Future of Political Marketing | 133 |
| 7 | Dial-In Democracy | 135 |
| The Changes in 1992 | 137 | |
| Implications for 1996 | 143 | |
| References | 152 | |
| Author Index | 154 | |
| Subject Index | 156 | |
| About the Author | 165 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Laura Cohen
reviewed The Marketing Of The President on December 14, 2010
The Marketing Of The President
Possibly the driest book on the presidency i've ever read. The accounts and insights to the ailments of the presidents discussed are of some interest, though trivial. The author fails to establish the importance of his subject.
Login|Complaints|Blog|Games|Digital Media|Souls|Obituary|Contact Us|FAQ
CAN'T FIND WHAT YOU'RE LOOKING FOR? CLICK HERE!!! X
You must be logged in to add to WishlistX
This item is in your Wish List
X
This item is in your Collection
The Marketing Of The President
X
This Item is in Your Inventory
The Marketing Of The President
X
You must be logged in to review the productsX
X
X
Add The Marketing Of The President, Using the 1992 presidential election as a case study, this book reveals how the American political process has been transformed by the use of marketing techniques. The author addresses issues of serious concern to the health of the political process inclu, The Marketing Of The President to the inventory that you are selling on WonderClubX
X
Add The Marketing Of The President, Using the 1992 presidential election as a case study, this book reveals how the American political process has been transformed by the use of marketing techniques. The author addresses issues of serious concern to the health of the political process inclu, The Marketing Of The President to your collection on WonderClub |
