Political Marketing In The 2016 U.s. Presidential Election (palgrave Studies In Political Marketing And Management)
by Jamie Gillies /
2017 / English / PDF
3.6 MB Download
This edited collection is one of the first books to focus on the
distinctive political marketing and branding strategies utilized
by the candidates and their parties in one of the most gripping
elections in U.S. history. It considers why this election was so
unusual from a political marketing perspective, calling for new
explanations and discussions about its implications for
mainstream political marketing theory and practice. At a time of
political upheaval, candidates from both parties – Donald Trump
and Bernie Sanders in particular – have appeared to overturn the
conventional wisdom that has hitherto dominated U.S. politics:
that candidates should appear ‘presidential’, be politically
experienced and qualified to run for office, and avoid
controversial and politically incorrect positions. This book
presents scholarly perspectives and research with
practitioner-relatable content on practices and discourses that
look specifically at the Trump, Clinton and Sanders campaigns and
how they took current understandings of political marketing and
branding in new directions.
This edited collection is one of the first books to focus on the
distinctive political marketing and branding strategies utilized
by the candidates and their parties in one of the most gripping
elections in U.S. history. It considers why this election was so
unusual from a political marketing perspective, calling for new
explanations and discussions about its implications for
mainstream political marketing theory and practice. At a time of
political upheaval, candidates from both parties – Donald Trump
and Bernie Sanders in particular – have appeared to overturn the
conventional wisdom that has hitherto dominated U.S. politics:
that candidates should appear ‘presidential’, be politically
experienced and qualified to run for office, and avoid
controversial and politically incorrect positions. This book
presents scholarly perspectives and research with
practitioner-relatable content on practices and discourses that
look specifically at the Trump, Clinton and Sanders campaigns and
how they took current understandings of political marketing and
branding in new directions.
