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Author: Jennifer Lees-Marshment Publisher: Routledge ISBN: 1136212191 Category : Political Science Languages : en Pages : 331
Book Description
Political Marketing in the United States explores how politicians and parties utilize marketing concepts and tools, providing an up-to-date and broad overview of how marketing permeates U.S. politics. The volume focuses on current and recent elections and leaders, and covers a range of topics, including market research, marketing parties and volunteers, strategy and branding, communications, delivery, and marketing in government. The main themes and objectives of the book are to cover: New and emerging trends in political marketing practice Analysis of a broad range of political marketing aspects Empirical examples as well as useful theoretical frameworks Discussion of state/local level as well as presidential politics This is the first comprehensive treatment of the subject available and captures the field as it is rapidly growing. It is a must-read for students and scholars of political parties, political communication, applied politics, and elections.
Author: Jennifer Lees-Marshment Publisher: Routledge ISBN: 1136212191 Category : Political Science Languages : en Pages : 331
Book Description
Political Marketing in the United States explores how politicians and parties utilize marketing concepts and tools, providing an up-to-date and broad overview of how marketing permeates U.S. politics. The volume focuses on current and recent elections and leaders, and covers a range of topics, including market research, marketing parties and volunteers, strategy and branding, communications, delivery, and marketing in government. The main themes and objectives of the book are to cover: New and emerging trends in political marketing practice Analysis of a broad range of political marketing aspects Empirical examples as well as useful theoretical frameworks Discussion of state/local level as well as presidential politics This is the first comprehensive treatment of the subject available and captures the field as it is rapidly growing. It is a must-read for students and scholars of political parties, political communication, applied politics, and elections.
Author: Lorann Downer Publisher: Springer ISBN: 1137580291 Category : Business & Economics Languages : en Pages : 157
Book Description
Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years and three brands – Kevin07, The Real Julia and that of the party. Employing a new framework to understand and evaluate branding, the book offers lessons for practitioners, researchers and citizens in democracies everywhere.
Author: Christopher Pich Publisher: Routledge ISBN: 1000257940 Category : Business & Economics Languages : en Pages : 166
Book Description
This book demonstrates the progress that has been made on political branding research across international contexts. It focuses on the critical application of new concepts and frameworks, generating a deeper understanding of unexplored settings and positioning research from multiple perspectives. It is important to consider different typologies of international political brands particularly as we have witnessed huge changes across political landscapes from Brexit, the rise of President Trump, the surge in populism and the development of sustainable-climate change movements. Given that there are many potential typologies and non-traditional political brands, this volume investigates different typologies and alternative political brands with the support of new and under-developed theoretical lens from multiple perspectives and contexts. These include Canada, Iceland, India, Indonesia and the United States of America. This book provides areas of reflection and explicit calls for further research, which in turn will advance insight into political brands and enhance our understanding of political marketing in action. This is a must-read guide for setting out the implications of theory and practice for multiple stakeholders including political marketers, political scientists, politicians, political party organizers, brand managers and scholars across a wide range of social science disciplines. The chapters in this book were originally published as a special issue of the Journal of Political Marketing.
Author: Lucie Scholz Publisher: GRIN Verlag ISBN: 3656114374 Category : Business & Economics Languages : en Pages : 61
Book Description
Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Applied Sciences Neu-Ulm, language: English, abstract: Experts agree that Obama s election victory is largely due to a unique and innovative election campaign which managed to convince voters. The huge efforts to raise funds to cover the costs and the extensive and comprehensive use of social media are considered the main innovations Obama introduced into his campaign. (Qualman, 2009, p. 64; Waters & Lester, 2010, p. 241; Harfoush, 2009, pp. VIII) They agree on the fact, that "Obama" can be considered a powerful brand: "Brand Obama is a real marketing phe-nomenon. He s not only making politics cool, he s outpacing Google and iPhone, the icon brands of this century", states David Jones, CEO of one of the world s biggest advertising agencies. (Euro RSCG Brand Momentum Study, 2008) The target of this paper is to analyze from a marketing point of view the mechanisms which helped Barack Obama turn the game around - against initial odds. For this purpose, we will first of all deal with the theoretical bases of brand management. We will examine in detail the characteristic features of a brand in order to answer the question as to what extent the comparison of President Obama to a brand is justified. The subse-quent analysis of the functions of a brand has the purpose to explain in what way brands are capable of increasing a product's (or person's) perceived value to the customer (or voter).
Author: Sarah Banet-Weiser Publisher: NYU Press ISBN: 0814787134 Category : Political Science Languages : en Pages : 280
Book Description
While the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics.
Author: Ciara Torres-Spelliscy Publisher: Edward Elgar Publishing ISBN: 1789901820 Category : Languages : en Pages : 352
Book Description
From ‘I Like Ike’ to Trump’s MAGA hats, branding and politics have gone hand in hand, selling ideas, ideals and candidates. Political Brands explores the legal framework for the use of commercial branding and advertising techniques in presidential political campaigns, as well as the impact of politics on commercial brands. This thought provoking book examines how branding is used by citizens to change public policy, from Civil Rights activists in the 1960s to survivors of the 2018 Parkland massacre.
Author: Alex Marland Publisher: UBC Press ISBN: 0774832061 Category : Political Science Languages : en Pages : 528
Book Description
The pursuit of political power is strategic as never before. Ministers, MPs, and candidates parrot the same catchphrases. The public service has become politicized. And decision making is increasingly centralized in the Prime Minister’s Office. What is happening to our democracy? To get to the bottom of this, Alex Marland reviewed internal political party files, media reports, and documents obtained through access to information requests, and interviewed Ottawa insiders. He discovered that in the face of rapid changes in communication technology, the infusion of corporate marketing strategies has instilled a culture of centralized political control. At the core of the strategy is brand control; at stake is democracy as we know it.
Author: Kristin Anabel Eggeling Publisher: Routledge ISBN: 1000067904 Category : Political Science Languages : en Pages : 228
Book Description
This book investigates the political implications of country promotion through practices of ‘nation-branding’ by drawing on contemporary examples from the sports, urban development and higher education sector in Kazakhstan and Qatar. Nation-branding has emerged as a central practice of international politics, where it is commonly understood as a vain, superficial selling technique with little political salience. Drawing on shared insights from practice theory and constructivist notions of nationalism, identity and power, this book challenges this reading and instead argues that nation-branding is neither neutral nor primarily economically motivated, but inherently politicised and tied to the legitimation of current political regimes. The starting point for the analysis is a range of everyday practices and sites long ignored by international relations scholars. In particular, the book traces how the political leadership in Kazakhstan and Qatar have used participation in the international sports circuit, spectacular urban development, and the construction of ‘world-class’ universities to first produce and then stabilize new ideas about their state. Providing a new analytical perspective on nation-branding, this book will be of interest to students and scholars of Middle Eastern and Central Asian studies, International Relations, and Cultural and Political Geography.
Author: Lucie Scholz Publisher: GRIN Verlag ISBN: 3656114617 Category : Business & Economics Languages : en Pages : 31
Book Description
Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Neu-Ulm , language: English, abstract: Experts agree that Obama ́s election victory is largely due to a unique and innovative election campaign which managed to convince voters. The huge efforts to raise funds to cover the costs and the extensive and comprehensive use of social media are considered the main innovations Obama introduced into his campaign. (Qualman, 2009, p. 64; Waters & Lester, 2010, p. 241; Harfoush, 2009, pp. VIII) They agree on the fact, that “Obama” can be considered a powerful brand: “Brand Obama is a real marketing phe-nomenon. He ́s not only making politics cool, he ́s outpacing Google and iPhone, the icon brands of this century”, states David Jones, CEO of one of the world ́s biggest advertising agencies. (Euro RSCG Brand Momentum Study, 2008) The target of this paper is to analyze from a marketing point of view the mechanisms which helped Barack Obama turn the game around – against initial odds. For this purpose, we will first of all deal with the theoretical bases of brand management. We will examine in detail the characteristic features of a brand in order to answer the question as to what extent the comparison of President Obama to a brand is justified. The subse-quent analysis of the functions of a brand has the purpose to explain in what way brands are capable of increasing a product's (or person’s) perceived value to the customer (or voter).
Author: Jennifer Lees-Marshment
Author: Jennifer Lees-Marshment
Author: Lorann Downer
Author: Christopher Pich
Author: Lucie Scholz
Author: Sarah Banet-Weiser
Author: Ciara Torres-Spelliscy
Author: Alex Marland
Author: Kristin Anabel Eggeling
Author: Eleonora Pasotti
Author: Lucie Scholz