03341nam 22006135 450 991029820310332120230516134500.03-319-77730-010.1007/978-3-319-77730-6(CKB)4100000004835367(DE-He213)978-3-319-77730-6(MiAaPQ)EBC5430748(PPN)229494013(EXLCZ)99410000000483536720180614d2018 u| 0engurnn#008mamaatxtrdacontentcrdamediacrrdacarrierMarket Driven Political Advertising Social, Digital and Mobile Marketing /by Andrew Hughes1st ed. 2018.Cham :Springer International Publishing :Imprint: Palgrave Pivot,2018.1 online resource (XIII, 137 p. 3 illus.)Palgrave Studies in Political Marketing and Management,2946-26223-319-77729-7 Includes bibliographical references and index.1. Introduction and Outline -- 2. The Relationship between Value Co-Creation, Exchange and Stakeholders -- 3. The Theory and the Practice of Political Advertising -- 4. Weapons of Mass Consumption: Social and Digital Media in Political Campaigns -- 5.Social and Digital Media: Creating, Engaging and Motivating Relationships -- 6. Mobile Political Marketing and Mobile Political Advertising -- 7. Political Advertising: Practitioner Lessons for 2018 and Beyond -- 8. The Future: Directions for Researchers and Practitioners.Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising enables political marketers to deliver messages more accurately and strengthen relationships between stakeholders such as voters, supporters and candidates. Examining digital and social media platforms such as Facebook, Twitter and YouTube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future. .Palgrave Studies in Political Marketing and Management,2946-2622TelemarketingInternet marketingCommunication in organizationsEurope—Politics and governmentAmerica—Politics and governmentDigital MarketingCorporate CommunicationEuropean PoliticsAmerican PoliticsTelemarketing.Internet marketing.Communication in organizations.Europe—Politics and government.America—Politics and government.Digital Marketing.Corporate Communication.European Politics.American Politics.658.872Hughes Andrewauthttp://id.loc.gov/vocabulary/relators/aut601455BOOK9910298203103321Market Driven Political Advertising2518399UNINA