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.
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.
"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
