LEADER 03341nam  22006135  450 
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010   $a3-319-77730-0
024 7 $a10.1007/978-3-319-77730-6
035   $a(CKB)4100000004835367
035   $a(DE-He213)978-3-319-77730-6
035   $a(MiAaPQ)EBC5430748
035   $a(PPN)229494013
035   $a(EXLCZ)994100000004835367
100   $a20180614d2018      u|         0
101 0 $aeng
135   $aurnn#008mamaa
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aMarket Driven Political Advertising $eSocial, Digital and Mobile Marketing /$fby Andrew Hughes
205   $a1st ed. 2018.
210  1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Pivot,$d2018.
215   $a1 online resource (XIII, 137 p. 3 illus.)
225 1 $aPalgrave Studies in Political Marketing and Management,$x2946-2622
311   $a3-319-77729-7 
320   $aIncludes bibliographical references and index.
327   $a1. 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.
330   $aExploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising enables political marketers to deliver messages more accurately and strengthen relationships between stakeholders such as voters, supporters and candidates. Examining digital and social media platforms such as Facebook, Twitter and YouTube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future. .
410  0$aPalgrave Studies in Political Marketing and Management,$x2946-2622
606   $aTelemarketing
606   $aInternet marketing
606   $aCommunication in organizations
606   $aEurope?Politics and government
606   $aAmerica?Politics and government
606   $aDigital Marketing
606   $aCorporate Communication
606   $aEuropean Politics
606   $aAmerican Politics
615  0$aTelemarketing.
615  0$aInternet marketing.
615  0$aCommunication in organizations.
615  0$aEurope?Politics and government.
615  0$aAmerica?Politics and government.
615 14$aDigital Marketing.
615 24$aCorporate Communication.
615 24$aEuropean Politics.
615 24$aAmerican Politics.
676   $a658.872
700   $aHughes$b Andrew$4aut$4http://id.loc.gov/vocabulary/relators/aut$0601455
906   $aBOOK
912   $a9910298203103321
996   $aMarket Driven Political Advertising$92518399
997   $aUNINA