Philippe J. Maarek

Campaign Communication and Political Marketing (eBook, PDF)

• Format: PDF

Produktbeschreibung

Campaign Communication and Political Marketing is a comprehensive, internationalist study of the modern political campaign. It indexes and explains their integral components, strategies, and tactics. * Offers comparative analyses of campaigns from country to country * Covers topics such as advertising strategy, demography, the effect of campaign finance regulation on funding, and more * Draws on a variety of international case studies including the campaigns of Barack Obama and Nicolas Sarkozy * Analyses the impact of digital media and 24/7 news cycle on campaign conduct

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 288
• Erscheinungstermin: 9. März 2011
• Englisch
• ISBN-13: 9781444340686
• Artikelnr.: 39043108

Autorenporträt

Philippe J. Maarek is a professor of information and communication science at the University of Paris East. He chairs the Section of Political Communication Research of the International Association for Media and Communication Research (IAMCR), and is former chair of the Research Committee in Political Communication of the International Political Science Association (IPSA). He is the founder and director of the Center for Comparative Studies in Political and Public Communication and is co-founder and former director of the Public and Political Communication Department at the University of Paris-East. He is on the editorial board of the International Journal of Press/Politics, European Journal of Communication, Central European Journal of Communication, the Spanish-language Estudios de Comunicacion Politica, and the Italian-language Communicazione Politica. Maarek is the author of Communication et Marketing de l'Homme Politique, (2007), and La Communication des élections présidentielles de 2007, participation ou représentation? (2009).

Inhaltsangabe

Introduction

PART ONE: THE RISE OF MODERN POLITICAL COMMUNICATION

1. Birth and rise of political marketing in the UnitedStates

PART TWO: THE FOUNDATIONS OF MODERN POLITICALMARKETING

2. Political marketing: a global approach

3. The means of analysis and information

PART THREE: POLITICAL MARKETING TOOLS

4. The traditional tools

5. Audiovisual tools

6. Direct marketing methods

7. The growing importance of the Internet

PART FOUR: THE ACTUAL RUNNING OF ELECTION CAMPAIGNS

8. Structure and Organization of the Campaign

9. The Particularities of Local Campaigns

Conclusion

Appendix

List of figures

List of tables

Bibliography

Index

Rezensionen

"This book provides a detailed and highly valuable account ofthe organizational processes that are driving these trends, butwith important critical insights into improving the civic efficacyof political marketing." (European Journal ofCommunication, 1 February 2013)

"Maarek, Professor of Information and Communication Sciences atthe Paris-East University, has authored various writings onpolitical marketing, though this is perhaps his most comprehensivebook on the subject to appear in English. . . This is anextensively well-researched and thorough book dealing with everylevel and stage of political campaigning." (The London School ofEconomics & Political Science, 7 August 2011)"Philippe Maarek has provided an acute, insightful survey andcompelling analysis of how political marketing has developed andthe consequences this has had for election campaigning. This is anaccessible, succinct and engaging read that provides acomprehensive overview of a field which, by definition, is alwaysevolving."
--Dominic Wring, Loughborough University

"Political marketing is at the heart of political campaigning.Philippe Maarek explains how to run such campaigns and how to getyour message--if you dare to be a candidate--to thevoters. Students interested in how to organize a political campaignwill also find in this book some analytical and practical tools.Some lessons can certainly be drawn for how to improve theconfidence between citizens and the political elites."
--Guy Lachapelle, Concordia University