The Marketing of the President

Fülszöveg

Praise for The Marketing of the President
"The Marketing of the President is an exceptional book. It not only points out in a compelling way why market orientation has become inevitable, but it also provides a framework and a step-by-step marketing process with which to develop and execute political campaigns. Its insights into how President Clinton, the 'comeback kid, ' actually practiced the marketing concept to win the national election is reminiscent of the earlier best-seller books that focused on the making of the president or the selling of the president "
—frorti the Foreword by Dr. Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing,
Emory University
About this Book
Winning a presidential election is like operating a successful business. The best and most successful businesses are customer driven. The Marketing of the President documents how political candidates are marketed by the same sophisticated techniques that experts use to sell legal and medical... Tovább

Fülszöveg

Praise for The Marketing of the President
"The Marketing of the President is an exceptional book. It not only points out in a compelling way why market orientation has become inevitable, but it also provides a framework and a step-by-step marketing process with which to develop and execute political campaigns. Its insights into how President Clinton, the 'comeback kid, ' actually practiced the marketing concept to win the national election is reminiscent of the earlier best-seller books that focused on the making of the president or the selling of the president "
—frorti the Foreword by Dr. Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing,
Emory University
About this Book
Winning a presidential election is like operating a successful business. The best and most successful businesses are customer driven. The Marketing of the President documents how political candidates are marketed by the same sophisticated techniques that experts use to sell legal and medical services. Newman addresses issues of serious concern to the health of the political process as he examines the roles of positioning, polling, direct mail, 900 numbers, and television in advertising. Using the 1992 presidendal election as a case study, this extraordinary volume reveals how the American political process has been transformed—for better or worse—by the use of marketing techniques.
ISBN 0-8039-5137-X cloth / ISBN 0-8039-5138-8 paper
SAGE Publications
International Educational and Professional Publisher Thousand Oaks London New Delhi Vissza