The marketing of the president: political marketing as campaign strategy
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks u.a.
Sage Publ.
1994
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 165 S. graph. Darst. |
| ISBN: | 080395137X 0803951388 |
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Datensatz im Suchindex
| _version_ | 1804123895610998784 |
|---|---|
| adam_text | Contents
Acknowledgments vii
Foreword ix
by Jagdish N. Sheth
Preface xiii
Part 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
Conclusion 21
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
Conclusion 40
3. The Powers That Be 42
Technology 44
Structural Shifts 47
The Power Brokers 52
Conclusion 61
Part 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
Conclusion 84
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
Conclusion 101
6. Strategy Formulation and Implementation 103
The Marketing Strategies of Bush, Clinton, and Perot 105
The Strategic Plan 120
Conclusion 128
Part III The Future of Political Marketing 133
7. Dial In Democracy 135
The Changes in 1992 137
Implications for 1996 143
Conclusion 148
References 152
Author Index 154
Subject Index 156
About the Author 165
|
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| discipline | Politologie |
| era | Geschichte 1992 gnd |
| era_facet | Geschichte 1992 |
| format | Book |
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| indexdate | 2024-07-09T17:37:02Z |
| institution | BVB |
| isbn | 080395137X 0803951388 |
| language | English |
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| spelling | Newman, Bruce I. Verfasser aut The marketing of the president political marketing as campaign strategy Bruce I. Newman Thousand Oaks u.a. Sage Publ. 1994 XVII, 165 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier USA Präsident (DE-588)2033432-1 gnd rswk-swf Geschichte 1992 gnd rswk-swf Campagnes électorales - États-Unis Marketing politique - États-Unis Marketing gtt Presidentschap gtt Présidents - États-Unis - Élection Verkiezingscampagnes gtt Campaign management United States Marketing United States Political campaigns United States Presidents United States Election Politik (DE-588)4046514-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Wahlkampf (DE-588)4064292-6 gnd rswk-swf Präsidentenwahl (DE-588)4047020-9 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf USA Präsident (DE-588)2033432-1 b Präsidentenwahl (DE-588)4047020-9 s Marketing (DE-588)4037589-4 s DE-604 Wahlkampf (DE-588)4064292-6 s USA (DE-588)4078704-7 g Politik (DE-588)4046514-7 s Geschichte 1992 z DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006312850&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Newman, Bruce I. The marketing of the president political marketing as campaign strategy USA Präsident (DE-588)2033432-1 gnd Campagnes électorales - États-Unis Marketing politique - États-Unis Marketing gtt Presidentschap gtt Présidents - États-Unis - Élection Verkiezingscampagnes gtt Campaign management United States Marketing United States Political campaigns United States Presidents United States Election Politik (DE-588)4046514-7 gnd Marketing (DE-588)4037589-4 gnd Wahlkampf (DE-588)4064292-6 gnd Präsidentenwahl (DE-588)4047020-9 gnd |
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| title | The marketing of the president political marketing as campaign strategy |
| title_auth | The marketing of the president political marketing as campaign strategy |
| title_exact_search | The marketing of the president political marketing as campaign strategy |
| title_full | The marketing of the president political marketing as campaign strategy Bruce I. Newman |
| title_fullStr | The marketing of the president political marketing as campaign strategy Bruce I. Newman |
| title_full_unstemmed | The marketing of the president political marketing as campaign strategy Bruce I. Newman |
| title_short | The marketing of the president |
| title_sort | the marketing of the president political marketing as campaign strategy |
| title_sub | political marketing as campaign strategy |
| topic | USA Präsident (DE-588)2033432-1 gnd Campagnes électorales - États-Unis Marketing politique - États-Unis Marketing gtt Presidentschap gtt Présidents - États-Unis - Élection Verkiezingscampagnes gtt Campaign management United States Marketing United States Political campaigns United States Presidents United States Election Politik (DE-588)4046514-7 gnd Marketing (DE-588)4037589-4 gnd Wahlkampf (DE-588)4064292-6 gnd Präsidentenwahl (DE-588)4047020-9 gnd |
| topic_facet | USA Präsident Campagnes électorales - États-Unis Marketing politique - États-Unis Marketing Presidentschap Présidents - États-Unis - Élection Verkiezingscampagnes Campaign management United States Marketing United States Political campaigns United States Presidents United States Election Politik Wahlkampf Präsidentenwahl USA |
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