Overview
- Exposes the wide-ranging implications of the 2016 U.S. election for future political marketing
- Blends academic theory with industry-led practice
- Includes contributions covering the fields of communication, marketing, government, public policy and journalism
- Includes supplementary material: sn.pub/extras
Part of the book series: Palgrave Studies in Political Marketing and Management (Palgrave Studies in Political Marketing and Management)
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Table of contents (8 chapters)
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Front Matter
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Back Matter
Keywords
- political marketing in the US election
- political campaigning in the US election
- voter micro-targeting in elections
- market research and electoral campaigning
- Donald Trump's election campaign
- Hillary Clinton's election campaign
- branding of the Republican party
- branding of the Democrat party
- swing voters in the US elections
- political marketing in 2016 US election
- Bernie Sander's primary campaign
- political marketing trends
- marketing strategies during election campaigns
- branding strategies in the US election
- political marketing theory
- political marketing practice
- political correctness and election campaigning
- political experience in election campaigning
- political communication in the US election
- us politics
About this book
This edited collection is one of the first books to focus on the distinctive political marketing and branding strategies utilized by the candidates and their parties in one of the most gripping elections in U.S. history. It considers why this election was so unusual from a political marketing perspective, calling for new explanations and discussions about its implications for mainstream political marketing theory and practice. At a time of political upheaval, candidates from both parties – Donald Trump and Bernie Sanders in particular – have appeared to overturn the conventional wisdom that has hitherto dominated U.S. politics: that candidates should appear ‘presidential’, be politically experienced and qualified to run for office, and avoid controversial and politically incorrect positions. This book presents scholarly perspectives and research with practitioner-relatable content on practices and discourses that look specifically at the Trump, Clinton and Sanders campaigns and howthey took current understandings of political marketing and branding in new directions.
Editors and Affiliations
About the editor
Jamie Gillies is Associate Professor of Communications and Public Policy and Acting Director of the Frank McKenna Centre for Communications and Public Policy at St. Thomas University in Fredericton, New Brunswick, Canada.
Bibliographic Information
Book Title: Political Marketing in the 2016 U.S. Presidential Election
Editors: Jamie Gillies
Series Title: Palgrave Studies in Political Marketing and Management
DOI: https://doi.org/10.1007/978-3-319-59345-6
Publisher: Palgrave Macmillan Cham
eBook Packages: Political Science and International Studies, Political Science and International Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2018
Hardcover ISBN: 978-3-319-59344-9Published: 11 August 2017
Softcover ISBN: 978-3-319-86602-4Published: 12 May 2018
eBook ISBN: 978-3-319-59345-6Published: 04 August 2017
Series ISSN: 2946-2614
Series E-ISSN: 2946-2622
Edition Number: 1
Number of Pages: XI, 122
Number of Illustrations: 2 b/w illustrations
Topics: Political Communication, Electoral Politics, US Politics, Marketing