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CAMPAIGN COMMUNICATION AND POLITICAL MARKETING
Título:
CAMPAIGN COMMUNICATION AND POLITICAL MARKETING
Subtítulo:
Autor:
MAAREK, P
Editorial:
UNIVERSITY OF MICHIGAN
Año de edición:
2011
ISBN:
978-1-4443-3235-3
Páginas:
284
39,21 €

 

Sinopsis

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.

Introduction.

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.

Bibliography.

Index.