The marketing revolution in politics what recent U.S. presidential campaigns can teach us about effective marketing
"For decades political campaigns have tried to emulate the marketing principles and techniques of forward-thinking commercial enterprises. And for decades, campaigns have always been slow to catch up and implement these ideas. But that all changed with the Obama campaigns of 2008 and 2012. In a...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Toronto, Ontario :
Rotman-UTP Publishing
[2016]
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| Colección: | EBSCO Academic eBook Collection.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b47058134*spi |
| Sumario: | "For decades political campaigns have tried to emulate the marketing principles and techniques of forward-thinking commercial enterprises. And for decades, campaigns have always been slow to catch up and implement these ideas. But that all changed with the Obama campaigns of 2008 and 2012. In an incisive, illuminating study, Bruce Newman, the dean of political marketing academicians, writes about the paradigm shift in marketing, with the Obama Model offering both commercial and political enterprises valuable lessons on waging a successful campaign"--publisher's description. |
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| Descripción Física: | 1 recurso electrónico (xi, 205 páginas) : ilustraciones |
| Formato: | Forma de acceso: World Wide Web. |
| Bibliografía: | Incluye referencias bibliográficas e índice. |
| ISBN: | 9781442669734 9781442669741 |
