Branding the candidate [electronic resource] :marketing strategies to win your vote / Lisa Spiller and Jeff Bergner ; foreword by Don E. Schultz.
By: Spiller, Lisa.
Contributor(s): Bergner, Jeff.Material type: BookSeries: Praeger series in political communication: Publisher: Santa Barbara : ABC-CLIO, c2011Description: 1 online resource (1 v.).ISBN: 9780313394058 (electronic bk.); 0313394059 (electronic bk.).Subject(s): Political Science | Campaign management -- United States | Political campaigns -- United States | Marketing -- Political aspects -- United States | Political candidates -- United States | POLITICAL SCIENCE / Political Process / GeneralGenre/Form: Electronic books. | Electronic books.DDC classification: 324.7/30973 Online resources: EBSCOhost
Includes bibliographical references and index.
In the beginning -- Promises, promises -- It's all brand "new" -- The candidate as chameleon -- Speak softly and carry a multimedia strategy -- Show me the money -- The dog catches the ambulance: governing -- Crystal ball political marketing.
American voters will be empowered by this revealing, behind-the-scene expos�e of the marketing strategies and tactics political candidates use to win their hearts, minds, donations, and votes.