Using the 1992 presidential election as a case study, this extraordinary volume reveals how the American political process has been transformed - for better or worse - by the use of marketing techniques.

" --Richard M. Perloff, author of Political Communication: Politics, Press and Public in America "This book is a must read for anyone concerned about the growing trend of sound bite over substance, willful manipulation of the media over ...

Comprehensive and clearly organized, this is the first integrated theory-to-practice text on marketing's role in the political process.

This unique book examines the many facets of political marketing and its direct relationship with the voter.

This Handbook brings together in one volume the work of the world's foremost political consultants, marketing experts, and political scientists.

The book is an essential resource for academics, journalists, and political practitioners, including campaign managers, charity fundraisers, public service managers, party-policy-makerseven candidates.

The book addresses the key issues that define the interplay between political marketing and the electorate in both countries, including advertising, research methods and cross-cultural research results, political choice behavior, imagery ...

A compelling study of marketing in the make-or-break world of American politics, this book should be a must-read for managers, students of marketing and political marketing, and anyone interested in learning more about how presidential ...

This is a book about the behaviour of customers around the world. Comprehensive in its coverage and managerial in its focus, the book dwells on the traditional issues in the field, and then extends them to emerging topics.