Handbook of Political Marketing

`Bruce Newman has produced a masterpiece - the Handbook of Political Marketing. It is a wonderful synopsis of theory and reality′ - Phil Harris, The Chairman of the Academy of Marketing

This Handbook brings together in one volume the work of the world′s foremost political consultants, marketing experts and political scientists. Scholars and political professionals from nine different countries have contributed original chapters that provide a state-of-the-art review of the role of marketing - good and bad - in political campaigns.

The Handbook′s forty chapters are organized in six sections that provide an exhaustive review of political marketing. Each section includes a rich blend of academic and practitioner authors, often collaborating on chapters, resulting in a rich blend of theory and practice. The Handbook of Political Marketing is the essential field manual for academics, politicians, campaign specialists, political consultants, pollsters, political advertising specialists, and anyone interested in the role of marketing in politics.