Political Marketing in the United States

1st Edition

Jennifer Lees-Marshment, Brian Conley, Kenneth Cosgrove

Routledge
Published August 27, 2014
Reference - 312 Pages
ISBN 9780415632867 - CAT# Y139515

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Summary

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.

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