LEADER 03966nam 22007215 450 001 9910968421403321 005 20251117071040.0 010 $a1-4426-6974-8 010 $a1-4426-6973-X 024 7 $a10.3138/9781442669734 035 $a(CKB)3710000000588000 035 $a(EBL)4424070 035 $a(OCoLC)945579663 035 $a(SSID)ssj0001647672 035 $a(PQKBManifestationID)16417505 035 $a(PQKBTitleCode)TC0001647672 035 $a(PQKBWorkID)14954905 035 $a(PQKB)10131665 035 $a(OOCEL)451139 035 $a(CaBNVSL)thg00970810 035 $a(MiAaPQ)EBC4424070 035 $a(MiAaPQ)EBC4671107 035 $a(DE-B1597)498541 035 $a(DE-B1597)9781442669734 035 $a(MdBmJHUP)musev2_106549 035 $a(EXLCZ)993710000000588000 100 $a20191221d2018 fg 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe Marketing Revolution in Politics $eWhat Recent U.S. Presidential Campaigns Can Teach Us About Effective Marketing /$fBruce I. Newman 210 1$aToronto : $cUniversity of Toronto Press, $d[2018] 210 4$dİ2016 215 $a1 online resource (218 p.) 225 1 $aRotman-UTP Publishing 300 $a"Rotman-UTP Publishing"--Title page verso. 311 08$a1-4426-4799-X 320 $aIncludes bibliographical references and index. 327 $aIntroduction -- 1. The evolution of marketing in politics -- 2. Lesson 1 : follow the marketing concept -- 3. Lesson 2 : use technology strategically -- 4. Lesson 3 : integrate research methods -- 5. Lesson 4 : develop a unique brand identity -- 6. Lesson 5 : create a winning advertising strategy -- 7. Lesson 6 : build a relationship with your customers -- 8. Lesson 7 : be prepared to engage in crisis management -- 9. Concluding remark. 330 $aIn 2008, Barack Obama's presidential campaign used an innovative combination of social media, big data, and micro-targeting to win the White House. In 2012, the campaign did it again, further honing those marketing tools and demonstrating that political marketing is on the cutting edge when it comes to effective branding, advertising, and relationship-building. The challenges facing a presidential campaign may be unique to the political arena, but the creative solutions are not. The Marketing Revolution in Politics shows how recent US presidential campaigns have adopted the latest marketing techniques and how organizations in the for-profit and non-profit sectors can benefit from their example. Distilling the marketing practices of successful political campaigns down into seven key lessons, Bruce I. Newman shows how organizations of any size can apply the same innovative, creative, and cost-effective marketing tactics as today's presidential hopefuls. A compelling study of marketing in the make-or-break world of American politics, this book should be a must-read for managers, students of marketing and political marketing, and anyone interested in learning more about how presidential campaigns operate. 410 0$aRotman-UTP Publishing 606 $aPolitical campaigns$zUnited States 606 $aCampaign management$zUnited States 606 $aAdvertising, Political$zUnited States 606 $aCommunication in politics$zUnited States 606 $aMarketing$xPolitical aspects$zUnited States 607 $aUnited States$2fast 608 $aLibros electronicos. 615 0$aPolitical campaigns 615 0$aCampaign management 615 0$aAdvertising, Political 615 0$aCommunication in politics 615 0$aMarketing$xPolitical aspects 676 $a658.8 700 $aNewman$b Bruce I.$4aut$4http://id.loc.gov/vocabulary/relators/aut.$089511 801 0$bDE-B1597 801 1$bDE-B1597 906 $aBOOK 912 $a9910968421403321 996 $aThe Marketing Revolution in Politics$94499002 997 $aUNINA