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:
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.
"Lees-Marshment, Conley, and Cosgrove have made an enormous contribution to our understanding of political marketing, not just by bringing together prominent scholars all addressing an emerging and critical trend in American politics, but by offering us a coherent definition of how marketing in politics differs from mere campaign communications."
—Christopher Arterton, The George Washington University
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; André 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 politics; Alex Marland and Mireille Lalancett. 8. Personal political branding at state level; Kenneth Cosgrove. 9. Brand management and relationship marketing in online environments; Darren G. Lilleker and Nigel Jackson. 10. Relationship marketing in social media practice: perspectives, limitations and potential; Christine B. Williams and Girish J. "Jeff" Gulati. 11. Mama Grizzlies: Republican female candidates and the political marketing dilemma; Robert Busby. 12. The market research, testing and targeting behind American political advertising; Travis N. Ridout. 13. Crisis-management, marketing, and money in U.S. campaigns; R. Sam Garrett. 14. Communicating contemporary leadership in government: Barack Obama; Edward Elder. 15. Does Obama care?: assessing the delivery of health reform in the United States; Brian Conley. 16. US political marketing trends and implications; Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove.