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Campaign Communication and Political Marketing

ISBN: 978-1-4443-3235-3
284 pages
May 2011, Wiley-Blackwell
Campaign Communication and Political Marketing (144433235X) cover image


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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Table of Contents

Detailed contents.

List of Figures.

List of Tables.


Part I The rise of modern political communication.

1 Birth and rise of political marketing in the United States.

Part II The foundations of modern political marketing.

2 Political marketing: a global approach.

3 The means of analysis and information.

Part III Political marketing tools.

4 The traditional tools.

5 Audiovisual tools.

6 Direct marketing methods.

7 The growing importance of the Internet.

Part IV The actual running of election campaigns.

8 Structure and organization of the campaign.

9 The particularities of local campaigns.

Conclusion: how to use this book … .

Appendix 1: Memorandum of Understanding between the Bush and Kerry Campaigns for the 2004 Televised Debates (extract).

Appendix 2: Internet "Final Rules" decided by the Federal Elections Commission, March 27, 2006.



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Author Information

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).
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"This book provides a detailed and highly valuable account of the organizational processes that are driving these trends, but with important critical insights into improving the civic efficacy of political marketing."  (European Journal of Communication, 1 February 2013)

"Maarek, Professor of Information and Communication Sciences at the Paris-East University, has authored various writings on political marketing, though this is perhaps his most comprehensive book on the subject to appear in English. . . This is an extensively well-researched and thorough book dealing with every level and stage of political campaigning." (The London School of Economics & Political Science, 7 August 2011)

"Philippe Maarek has provided an acute, insightful survey and compelling analysis of how political marketing has developed and the consequences this has had for election campaigning. This is an accessible, succinct and engaging read that provides a comprehensive overview of a field which, by definition, is always evolving."
—Dominic Wring, Loughborough University

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

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Campaign Communication and Political Marketing (US $52.95)

-and- The News and Public Opinion: Media Effects on Civic Life (US $24.95)

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