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Comprehensive and clearly organized, this is the first integrated theory-to-practice text on marketing's role in the political process. It incorporates insights and concepts drawn from the disciplines of Marketing, Psychology, and Political Science, and covers every aspect of marketing's infiltration into politics, including campaign strategy, market segmentation, and media strategy. Using examples and models drawn from countries around the globe, the authors elucidate the importance of political marketing techniques for the stability of democratic institutions. They also note the potential threats to democracy, especially the use of marketing techniques to manipulate voters at the subconscious level. They conclude with a set of normative do's and dont's for political marketing practice that strengthens civic education and democratic governance.
Wojciech Cwalina is a professor in the Department of Marketing Psychology at the Warsaw School of Social Sciences and Humanities in Poland. Andrzej Falkowski is a professor of psychology and marketing and the head of the Department of Marketing Psychology at the Warsaw School of Social Sciences and Humanities in Poland. Bruce I. Newman is currently a professor of marketing at DePaul University. He was a visiting scholar at the Institute of Government at the University of California-Berkeley (2001-2002); in the Department of Political Science.
Introduction, Metatheory in Social Science and Political Marketing 2. An Advanced Theory of Political Marketing: What Is Missing? 3. The Campaign Message Development: Segmentation and Positioning on the Voting Market 4. Candidate Image 5. Dissemination of the Campaign Message: Direct Campaign and Debates 6. Dissemination of the Campaign Message: Mediated Campaign 7. Postelection Marketing: Maintaining and Enhancing Relationship With Voters 8. Political Marketing and Democracy
