{"product_id":"9780313394041","title":"Branding the Candidate Marketing Strategies to Win Your Vote","description":"\u003ch3\u003ePraeger Series in Political Communication\u003c\/h3\u003e\u003ch1\u003eBranding the Candidate\u003c\/h1\u003e\u003ch2\u003eMarketing Strategies to Win Your Vote\u003c\/h2\u003e\u003ch3\u003eLisa D. Spiller | Jeff Bergner | Don E. Schultz\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\u003cp\u003e\u003cb\u003eAmerican voters will be empowered by this revealing, behind-the-scene exposé of the marketing strategies and tactics political candidates use to win their hearts, minds, donations, and votes.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003ci\u003eBranding the Candidate: Marketing Strategies to Win Your Vote\u003c\/i\u003e was written to empower voters to become sharper, more informed political consumers. It does that by taking a close look at political marketing strategies, especially those used by the Obama presidential campaign, which took marketing to a new level of sophistication. \u003cbr\u003e\u003cbr\u003eSpecifically, the book discusses the creation of the Obama brand; how the Obama campaign used database-driven, political microtargeting and high-tech digital media to reach various market segments; and the campaign's development and implementation of new political fundraising techniques. The book also discusses how a candidate who is created as a \"brand\" must cope with the challenges of \"brand management\" once in power. Finally, the authors counsel voters on how to arm themselves against the branding and marketing techniques that will be employed by candidates in the 2012 election, and they reflect on what the widespread extension of these techniques to the political process means for American democracy.\u003c\/p\u003e\u003c\/div\u003e\u003cdiv\u003e\u003cp\u003e\u003cb\u003eLisa Spiller\u003c\/b\u003e, PhD, is professor of marketing at Christopher Newport University, Newport News, VA. \u003cbr\u003e\u003cbr\u003e\u003cb\u003eJeff Bergner\u003c\/b\u003e, PhD, has served as staff director of the Senate Foreign Relations Committee and as assistant secretary of state.\u003c\/p\u003e\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e15 July 2011\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eBloomsbury Academic\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003ePraeger\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9780313394041\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e228\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e17.6\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Bloomsbury Academic","offers":[{"title":"Default Title","offer_id":55553278771340,"sku":"9780313394041","price":52.2,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/getimage_5be0f5f1-1306-4ea3-bd7d-fada89bdcad8.jpg?v=1788314181","url":"https:\/\/lateknightbooks.com\/products\/9780313394041","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}