| |
|
|
|
|
|
|
|
|
1. |
Record Nr. |
UNINA9910300499603321 |
|
|
Titolo |
Political Marketing in the 2016 U.S. Presidential Election / / edited by Jamie Gillies |
|
|
|
|
|
|
|
Pubbl/distr/stampa |
|
|
Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2018 |
|
|
|
|
|
|
|
|
|
ISBN |
|
|
|
|
|
|
Edizione |
[1st ed. 2018.] |
|
|
|
|
|
Descrizione fisica |
|
1 online resource (122 pages) : illustrations, tables |
|
|
|
|
|
|
Collana |
|
Palgrave Studies in Political Marketing and Management, , 2946-2622 |
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
Soggetti |
|
Communication in politics |
Elections |
America—Politics and government |
Marketing |
Political Communication |
Electoral Politics |
American Politics |
|
|
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Nota di bibliografia |
|
Includes bibliographical references at the end of each chapters and index. |
|
|
|
|
|
|
|
|
Nota di contenuto |
|
1. Introduction. The 2016 U.S. Presidential Election; Jamie Gillies -- 2. “Different Strokes for Different Folks”: Implications of Voter Micro-Targeting and Appeal in the Age of Donald Trump; Vincent Raynauld and André Turcotte.- 3. Thinking What He Says: Market Research and the Making of Donald Trump’s 2016 Presidential Campaign; Brian Conley.- 4. Trump and the Republican Brand Refresh.; Ken Cosgrove -- 5. The 2016 U.S. Primaries: Parties and Candidates in a World of Big Data; Neil Bendle, Joseph Ryoo and Alina Nastasoiu -- 6. The Clinton Campaign: Appeals to Moderate Swing Voters through Anti-Trump Targeted Communication; Edward Elder -- 7. “Feel the Bern”: Marketing Bernie Sanders and Democratic Socialism to Primary Voters Jamie Gillies.- 8. Conclusion. The U.S. Presidential Race: Advances and Insights for Political Marketing Practice; Jamie Gillies. |
|
|
|
|
|
|
|
|
Sommario/riassunto |
|
This edited collection is one of the first books to focus on the distinctive political marketing and branding strategies utilized by the |
|
|
|
|
|
|
|
|
|
|
candidates and their parties in one of the most gripping elections in U.S. history. It considers why this election was so unusual from a political marketing perspective, calling for new explanations and discussions about its implications for mainstream political marketing theory and practice. At a time of political upheaval, candidates from both parties – Donald Trump and Bernie Sanders in particular – have appeared to overturn the conventional wisdom that has hitherto dominated U.S. politics: that candidates should appear ‘presidential’, be politically experienced and qualified to run for office, and avoid controversial and politically incorrect positions. This book presents scholarly perspectives and research with practitioner-relatable content on practices and discourses that look specifically at the Trump, Clinton and Sanders campaigns and how they took current understandings of political marketing and branding in new directions. |
|
|
|
|
|
| |