The Marketing of the President

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Author: Bruce I Newman
Publisher: SAGE Publications Inc
Edition: 1st Edition
ISBN-13: 9780803951389
Publishing year: 1993-12-01
No of pages: 164 pages
Weight: 310 grm
Language: English
Book binding: Paperback

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Using the 1992 presidential election as a case study, this book reveals how the American political process has been transformed by the use of marketing techniques. The author addresses issues of serious concern to the health of the political process including the role of polling, direct mail and television advertising. This is the first comprehensive account of the influence of marketing in a presidential election campaign.