Political Marketing

""Political Marketing" presents the birth, maturation, and continued growth of the field of political marketing through a collection of scholarly articles on a variety of political marketing topics ...the collection of articles presented across the three volumes appears to be very well chosen. While they are just a sample of the scholarly work done in the field, the articles selected well represent how the field has developed and the current state of thought". (Lawrence O Hamer, DePaul University). Political marketing has developed in parallel with commercial marketing through the course of the 20th century, with the commercial world of marketing informing the worlds of political and referendum marketing, and vice versa. The importance and ubiquity of political marketing activities is profound and increasingly recognized, and this timely collection draws together the most influential writings over each phase of its development. Arranged and introduced by a pre-eminent scholar in the field, this comprehensive overview covers micro-level marketing topics such as advertising and market research, as well as more recent strategic marketing techniques such as market positioning and market segmentation. In addition to the canon, there is room to explore the key literature on emerging topics such as ethics and the negative side of political marketing, including, for example, the marketing of terrorist groups. This three-volume set exists at the crossroads of political communication and marketing and is an essential resource for libraries with holdings in business and politics.