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000823336 019__ $$a1000137855$$a1005135921
000823336 020__ $$a9783319593456$$q(electronic book)
000823336 020__ $$a3319593455$$q(electronic book)
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000823336 0247_ $$a10.1007/978-3-319-59345-6$$2doi
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000823336 08204 $$a324.7/30973$$223
000823336 24500 $$aPolitical marketing in the 2016 U.S. presidential election /$$cJamie Gillies, editor.
000823336 260__ $$aCham :$$bSpringer International Publishing,$$c©2018.
000823336 300__ $$a1 online resource (130 pages).
000823336 336__ $$atext$$btxt$$2rdacontent
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000823336 338__ $$aonline resource$$bcr$$2rdacarrier
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000823336 4901_ $$aPalgrave Studies in Political Marketing and Management
000823336 504__ $$aIncludes bibliographical references and index.
000823336 5050_ $$aChapter 1 Introduction: The 2016 US Presidential Election ; Abstract ; Editor's Note; References; Chapter 2 "Different Strokes for Different Folks": Implications of Voter Micro-Targeting and Appeal in the Age of Donald Trump ; Abstract ; Overview; Fertile Grounds for Political Narrowcasting; The 2016 Republican Nomination Race; Setting the Stage: Iowa and New Hampshire; Winning and Losing the Republican Primaries; A Fresh Look at Contemporary Electioneering; References; Chapter 3 Thinking What He Says: Market Research and the Making of Donald Trump's 2016 Presidential Campaign.
000823336 5058_ $$aAbstract 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.
000823336 5058_ $$aOther ChallengesPrimary Campaigning; The Impact of Technology on Communication and Research; Brand in the 2016 Primary; Conclusion; References; Chapter 6 The Clinton Campaign: Appeals to Moderate Swing Voters Through Anti-Trump Targeted Communication ; Abstract ; Introduction; Review of Previous Literature; Methodology; Case Study Section 1: Specific Issues; The Economy; Unfit for Office; Gender; Case Study Section 2: Broader Trends; A Call for Unity; Too Many Topics and Too Many Details; Conclusion; References.
000823336 5058_ $$aChapter 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.
000823336 506__ $$aAccess limited to authorized users.
000823336 520__ $$aThis edited collection is one of the first books to focus on the distinctive political marketing and branding strategies utilized by the candidates and their parties in one of the most gripping elections in U.S. history. It considers why this election was so unusual from a political marketing perspective, calling for new explanations and discussions about its implications for mainstream political marketing theory and practice. At a time of political upheaval, candidates from both parties - Donald Trump and Bernie Sanders in particular - have appeared to overturn the conventional wisdom that has hitherto dominated U.S. politics: that candidates should appear 'presidential', be politically experienced and qualified to run for office, and avoid controversial and politically incorrect positions. This book presents scholarly perspectives and research with practitioner-relatable content on practices and discourses that look specifically at the Trump, Clinton and Sanders campaigns and how they took current understandings of political marketing and branding in new directions.
000823336 588__ $$aDescription based on print version record.
000823336 650_0 $$aCampaign management.
000823336 650_0 $$aPolitical campaigns.
000823336 650_0 $$aMarketing$$xPolitical aspects.
000823336 7001_ $$aGillies, Jamie.
000823336 77608 $$iPrint version:$$aGillies, Jamie.$$tPolitical Marketing in the 2016 U.S. Presidential Election.$$dCham : Springer International Publishing, ©2017$$z9783319593449
000823336 830_0 $$aPalgrave studies in political marketing and management.
000823336 852__ $$bebk
000823336 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-319-59345-6$$zOnline Access$$91397441.1
000823336 909CO $$ooai:library.usi.edu:823336$$pGLOBAL_SET
000823336 980__ $$aEBOOK
000823336 980__ $$aBIB
000823336 982__ $$aEbook
000823336 983__ $$aOnline
000823336 994__ $$a92$$bISE