@article{1443206,
      recid = {1443206},
      author = {Gillies, Jamie,},
      title = {Political marketing in the 2020 U.S. presidential election  /},
      pages = {1 online resource (xv, 150 pages) :},
      abstract = {This book focuses on the U.S. presidential election  spectacle, from the primaries through to the November 2020  election and the subsequent events leading up to the  inauguration of Joe Biden as the 46th president. A  follow-up to Political Marketing in the 2016 U.S.  Presidential Election, it uniquely focuses on the political  marketing and branding strategies of presidential  candidates, with particular attention to how those  strategies have changed since the 2016 election. The 2020  election was as much about a continuous strategy of  targeting and maintaining voter enthusiasm as it was about  swaying undecided voters in the electorate, distinguishing  it from the horserace and implications of vote targeting in  2016. Donald Trump had a base of support that was  unwavering. Likewise, Joe Biden and the Democrats counted  on the same proportion of the electorate to vote against  Trump. The election was also a harbinger of major new  branding and marketing strategies, including innovative  uses of social media and direct appeals to voters. This  book presents diverse scholarly perspectives and research,  with practitioner-relevant content on practices and  discourses that will advance our current understandings of  political marketing theories. Jamie Gillies is Associate  Professor of Communications and Public Policy and Executive  Director of the Frank McKenna Centre for Communications and  Public Policy at St. Thomas University in Fredericton, New  Brunswick, Canada. He is the editor of Political Marketing  in the 2016 U.S. Presidential Election (2017) and co-editor  of Political Marketing in the 2019 Canadian Federal  Election (2019).},
      url = {http://library.usi.edu/record/1443206},
      doi = {https://doi.org/10.1007/978-3-030-86559-7},
}