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Campaign Communication and Political Marketing

Campaign Communication and Political Marketing

Philippe J. Maarek

ISBN: 978-1-444-33234-6 May 2011 Wiley-Blackwell 288 Pages


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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
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.



""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)