Handbook of Political Marketing

摘要: Foreword - Peter D Hart Preface Bruce I Newman PART ONE: CONCEPTUAL AND HISTORICAL ORIGINS OF POLITICAL MARKETING Political Marketing Philip Kotler and Neil Generating Effective Candidates, Campaigns Causes Elite, Popular, Merchandised Politics Richard M Perloff Historical Origins of Presidential Campaign The Colonization Campaigning Dominic Wring A Conceptual Framework for Patrick Butler Collins Permanent Dan Nimmo as a Governing Tool TWO: MANAGEMENT CAMPAIGNS Is There European Style Marketing? Survey Managers Consultants Fritz Plasser, Christian Scheucher Senft Consulting Dennis F Kinsey Bridging the Academic Practical Perspectives Managing Volunteers Gregory G Lebel Times Have Changed Or They? Greater Than Sum Its Parts Schnur Coordinating Paid Earned Media Message Money Doesn't Grow on Trees Jennifer Steen Fundraising in American THREE: ANALYSIS THE MARKETPLACE Polls, Pama Mitchell Rob Daves Pre-Election Polling Eric W Rademacher Alfred J Tuchfarber Exit Polls Election Jurgen Hofrichter Only Facts Craig Varoga Mike Rice Professional Research Development Predictive Model Voter Behavior Re-Positioning Bill Clinton Methodology Constructing Advertising Andrzej Falkowski Wojciech Cwalina An Empirical Study Polish 1995 Value-Oriented Candidate Appraisal Frank Huber Andreas Herrmann Grabbing Nonvoter Dorina Miron FOUR: DEVELOPMENT STRATEGY Nonverbal Image Politicians Parties Gunter Schweiger Michaela Adami Direct Elaine Sherman How Does it Work Campaigns? Televised Debates Sidney Kraus Candidates Segmentation Positioning Paul R Baines Lynda Lee Kaid Summary Findings Through Glass Darkly Harry Wray Television Electoral Selected Aspects Communication German Knut Bergmann Wolfram Wickert Impact Democratization Processes Lilia Raycheva Reflect or Shape Public Opinion Jolan Roka FIVE: EXECUTION Machine was Alive Well Living Skokie Judith-Rae E Ross Limitations Phil Harris, Andrew Lock Jennie Roberts Content Analysis Press Coverage Issues during 1997 UK General Against Fundamental Rules Hans Schmid Dietmar Ecker Dr Joe's Strategic Michael Strugl, Lugmayr Klaus Weissman Case Successful Marketing-Based Upper Austria Democracy Elections New East Central Europe Daniel Odescalchi 'Goods Over God' Hanne Gardner Nadia Vetter Lobbying by Shopping Hours Reform Council to Change Sunday Trading Laws United Kingdom World Nigel Allington, Morgan Nicholas O'Shaughnessy an Idea Privitization Interest Groups Process Barbara Lindsay Gender Wayne P Steger from Hill SIX: DEMOCRACY You Can't Teach Dead Dog Tricks Jon B Gould Problem Finance Why Has Not Worked Cyberspace Future Johnson Propaganda