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Table of Contents
Chapter 1 Introduction: The 2016 US Presidential Election ; Abstract ; Editor's Note; References; Chapter 2 "Different Strokes for Different Folks": Implications of Voter Micro-Targeting and Appeal in the Age of Donald Trump ; Abstract ; Overview; Fertile Grounds for Political Narrowcasting; The 2016 Republican Nomination Race; Setting the Stage: Iowa and New Hampshire; Winning and Losing the Republican Primaries; A Fresh Look at Contemporary Electioneering; References; Chapter 3 Thinking What He Says: Market Research and the Making of Donald Trump's 2016 Presidential Campaign.
Abstract Introduction; Literature Review: "Research-Driven Politics"; Research Design; Analysis; Segmentation; Targeting; Positioning; Conclusion; References; Chapter 4 Trump and the Republican Brand Refresh ; Abstract ; Introduction; What's a Brand Refresh?; Trump Refreshes the GOP Brand; The Refreshed Trump GOP Brand and Its Heritage; Making the Brand Refresh Real: Big Crowds, Hot Emotions and Social Media; Conclusions; References; Chapter 5 The 2016 US Primaries: Parties and Candidates in a World of Big Data ; Abstract ; Strategy Considerations in Primary Elections; Strategic Voting.
Other ChallengesPrimary Campaigning; The Impact of Technology on Communication and Research; Brand in the 2016 Primary; Conclusion; References; Chapter 6 The Clinton Campaign: Appeals to Moderate Swing Voters Through Anti-Trump Targeted Communication ; Abstract ; Introduction; Review of Previous Literature; Methodology; Case Study Section 1: Specific Issues; The Economy; Unfit for Office; Gender; Case Study Section 2: Broader Trends; A Call for Unity; Too Many Topics and Too Many Details; Conclusion; References.
Chapter 7 "Feel the Bern": Marketing Bernie Sanders and Democratic Socialism to Primary Voters Abstract ; Introduction; Economic Populism and Democratic Progressivism; Messaging and Marketing to the Sanders Coalition; The Primary Campaign and the Role of Revolution Messaging; Marketing Bernie on the Campaign Trail; The Ignored Wake-up Calls from the Primaries to the Convention; Conclusion; References; Chapter 8 The US Presidential Race: Advances and Insights for Political Marketing Practice ; Abstract ; Lessons for Practitioners; Index.
Abstract Introduction; Literature Review: "Research-Driven Politics"; Research Design; Analysis; Segmentation; Targeting; Positioning; Conclusion; References; Chapter 4 Trump and the Republican Brand Refresh ; Abstract ; Introduction; What's a Brand Refresh?; Trump Refreshes the GOP Brand; The Refreshed Trump GOP Brand and Its Heritage; Making the Brand Refresh Real: Big Crowds, Hot Emotions and Social Media; Conclusions; References; Chapter 5 The 2016 US Primaries: Parties and Candidates in a World of Big Data ; Abstract ; Strategy Considerations in Primary Elections; Strategic Voting.
Other ChallengesPrimary Campaigning; The Impact of Technology on Communication and Research; Brand in the 2016 Primary; Conclusion; References; Chapter 6 The Clinton Campaign: Appeals to Moderate Swing Voters Through Anti-Trump Targeted Communication ; Abstract ; Introduction; Review of Previous Literature; Methodology; Case Study Section 1: Specific Issues; The Economy; Unfit for Office; Gender; Case Study Section 2: Broader Trends; A Call for Unity; Too Many Topics and Too Many Details; Conclusion; References.
Chapter 7 "Feel the Bern": Marketing Bernie Sanders and Democratic Socialism to Primary Voters Abstract ; Introduction; Economic Populism and Democratic Progressivism; Messaging and Marketing to the Sanders Coalition; The Primary Campaign and the Role of Revolution Messaging; Marketing Bernie on the Campaign Trail; The Ignored Wake-up Calls from the Primaries to the Convention; Conclusion; References; Chapter 8 The US Presidential Race: Advances and Insights for Political Marketing Practice ; Abstract ; Lessons for Practitioners; Index.