@article{1450816,
      recid = {1450816},
      author = {Cosgrove, Kenneth M.,},
      title = {Donald Trump and the branding of the American presidency :  the president of segments /},
      pages = {1 online resource (xi, 235 pages) :},
      abstract = {This book argues that Donald Trump's election and  Presidency represent the triumph of marketing, branding and  segmentation in American politics. An early emphasis on  political marketing helped Trump secure the presidency, but  his use of marketing sharply limited his presidency.  President Trump's political marketing strategy privileged  emotion -- particularly anger -- over policy, constraining  his ability to represent all Americans or engage in  bipartisan negotiation in Congress. Rather than pushing  forward realistic legislation and rallying for bipartisan  support, Trump's campaign and presidency focused on  providing emotional gratification to his target audience,  leading those outside this audience to ultimately feel  unrepresented and unsettled, further fracturing the already  divided electorate. Donald Trump and the Branding of the  American Presidency considers the impact of this new age of  political marketing through an extensive analysis of the  Trump phenomenon and its implications for future elections.  Kenneth M. Cosgrove is Associate Professor in the  Department of Government at Suffolk University, USA.},
      url = {http://library.usi.edu/record/1450816},
      doi = {https://doi.org/10.1007/978-3-030-30496-6},
}