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Edited by Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove

Routledge USA, 2014 

‘Underlines the importance of marketing to almost every facet of politics before providing in depth analysis of practically every aspect…the authors have also created a particularly useful matrix (featured above) which outlines all the political marketing activity that a campaign can and should undertake…If I was running a political campaign, the authors’ political marketing matrix would be the ongoing basis for my ‘to do’ list and the blueprint for structuring my organisation.’ (Chartered Institute of Public Relations – CIPR – by Benedict Pringle, September 2014)

‘Hits on an increasingly important aspect of politics – both in the United States and beyond – and confronts numerous important dimensions’; ‘a must-have-on-your-shelf volume for scholars who study political marketing, political communications and campaign management’’ (reader reports)

‘Lees-Marshment, Conley, and Cosgrove have made an enormous contribution to our understanding of political marketing, not just by bringing together prominent scholars all addressing an emerging and critical trend in American politics, but by offering us a coherent definition of how marketing in politics differs from mere campaign communications.’ (endorsement by Christopher Arterton, founder of the Graduate school of Political Management, George Washington University)

‘A very welcome addition to the study of campaigns, elections, political communications, and governance. It provides us with solid writing on a variety of topics critical to how candidates and elected officials cope with the enormous task of reaching out and communicating with like-minded individuals. I commend Jennifer Lees-Marshment, Brian M. Conley, and Kenneth Cosgrove for assembling an experienced and distinguished group of communications and marketing specialists who offer us the latest understanding of the complexities of American politics, including campaigns and elections but also public policy, political leadership, and governance.’ (foreword by Dennis W. Johnson, George Washington University)

Authors discussion:

Chapter List

1 Marketing US Politics by Jennifer Lees-Marshment , Brian Conley and Kenneth Cosgrove
2 Voter targeting: learning to send the right message to the right voter by Michael Burton and Tasha Miracle
3 Database Political Marketing by Lisa Spiller and Jeff Bergner  
4 Boutique Populism: The Tea Party, Social Media and the Emergence of a New Populism by André Turcotte and Vincent Raynauld
5 Primary Elections and US Political Marketing by Neil Bendle and Mihaela-Alina Nastasoiu
6 Marketing Policy through Influencing Candidates: How the Tea Party Impacted Government through Individual Party Politicians by William J. Miller
7 Access Hollywood: Celebrity endorsements in American politics by Alex Marland and Mireille Lalancett
8 Personal Political Branding at state level by Ken Cosgrove
9 Brand Management and Relationship Marketing in online environments by Nigel Jackson and Darren G. Lilleker
10 Relationship Marketing in Social Media Practice: Perspectives, Limitations and Potential by Christine B. Williams and Girish J. “Jeff” Gulati
11 Political marketing and the Republican gender dilemma: the ‘grizzly mama’ as a political product by  Robert Busby
12 The Market Research, Testing and Targeting behind American Political Advertising by Travis N. Ridout
13 Crisis-Management, Marketing, and Money in U.S. Campaigns by R. Sam Garrett
14 Communicating Contemporary Leadership in Government: Barack Obama by Edward Elder
15 Affordable Care?: Assessing the Delivery of Health Care Reform in the United States by Brian Conley
16 US Political Marketing trends and implications By Jennifer Lees-Marshment , Brian Conley and  Kenneth Cosgrove