LEADER 04214nam 22006135 450 001 9910624385703321 005 20240307115130.0 010 $a9783030304966 010 $a3030304965 024 7 $a10.1007/978-3-030-30496-6 035 $a(MiAaPQ)EBC7129284 035 $a(Au-PeEL)EBL7129284 035 $a(CKB)25219271800041 035 $a(DE-He213)978-3-030-30496-6 035 $a(EXLCZ)9925219271800041 100 $a20221030d2022 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aDonald Trump and the Branding of the American Presidency $eThe President of Segments /$fby Kenneth M. Cosgrove 205 $a1st ed. 2022. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Pivot,$d2022. 215 $a1 online resource (241 pages) 311 08$aPrint version: Cosgrove, Kenneth M. Donald Trump and the Branding of the American Presidency Cham : Springer International Publishing AG,c2022 9783030304959 327 $a1. Donald Trump and the Branding of the American Presidency -- 2. The Old Order and Its Discontents -- 3. Segmentation and Trump -- 4. Trump Direct to Consumer -- 5. Trump Race and Class -- 6. The Trump Brand Story: Attract and Repel -- 7. Brand Battle: Omnipresent Trump in Office and Beyond -- 8. The President of Segments. 330 $a"Ken Cosgrove has written a masterful and insightful account of the political rise of Donald Trump and his impact on American politics and conservatism. He provides a compelling and readable narrative using the lens of brand politics. He shows how the Trump phenomenon is not necessarily a one-off; this might instead mark a significant transformation of the American presidency. The book does not simply look backwards; it provides insights into current issues. Lessons from the book will shed light on how President Trump has managed the coronavirus crisis, and it is a must-read book in the run-up to the November 2020 election. Long a leading scholar of political marketing, Professor Cosgrove has now established himself as an important analyst of American politics." -Richard Nimijean, Professor, Carleton University, Canada This book argues that Donald Trump's election and Presidency represent the triumph of marketing, branding and segmentation in American politics. An early emphasis on political marketing helped Trump secure the presidency, but his use of marketing sharply limited his presidency. President Trump's political marketing strategy privileged emotion-particularly anger-over policy, constraining his ability to represent all Americans or engage in bipartisan negotiation in Congress. Rather than pushing forward realistic legislation and rallying for bipartisan support, Trump's campaign and presidency focused on providing emotional gratification to his target audience, leading those outside this audience to ultimately feel unrepresented and unsettled, further fracturing the already divided electorate. Donald Trump and the Branding of the American Presidency considers the impact of this new age of political marketing through an extensive analysis of the Trump phenomenon and its implications for future elections. Kenneth M. Cosgrove is Associate Professor in the Department of Government at Suffolk University, USA. 606 $aPolitical science 606 $aCommunication in politics 606 $aMarketing 606 $aExecutive power 606 $aPolitical Science 606 $aPolitical Communication 606 $aMarketing 606 $aExecutive Politics 615 0$aPolitical science. 615 0$aCommunication in politics. 615 0$aMarketing. 615 0$aExecutive power. 615 14$aPolitical Science. 615 24$aPolitical Communication. 615 24$aMarketing. 615 24$aExecutive Politics. 676 $a324.70973 676 $a324.9730933 700 $aCosgrove$b Kenneth M.$01264003 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910624385703321 996 $aDonald Trump and the Branding of the American Presidency$92963246 997 $aUNINA