This is the first integrated theory-to-practice text on marketing's role in the political process. It
Inhaltsverzeichnis
Introduction, Metatheory in Social Science and Political Marketing 2. An Advanced Theory of Political Marketing: What Is Missing? 3. The Campaign Message Development: Segmentation and Positioning on the Voting Market 4. Candidate Image 5. Dissemination of the Campaign Message: Direct Campaign and Debates 6. Dissemination of the Campaign Message: Mediated Campaign 7. Postelection Marketing: Maintaining and Enhancing Relationship With Voters 8. Political Marketing and Democracy
