Chapters in this book

1. Frontmatter i
2. Contents vii
3. Acknowledgments ix
4. THE MARKETING REVOLUTION IN POLITICS 1
5. Introduction 3
6. 1. The Evolution of Marketing in Politics 23
7. 2. Lesson 1: Follow the Marketing Concept 36
8. 3. Lesson 2: Use Technology Strategically 62
9. 4. Lesson 3: Integrate Research Methods 77
10. 5. Lesson 4: Develop a Unique Brand Identity 91
11. 6. Lesson 5: Create a Winning Advertising Strategy 112
12. 7. Lesson 6: Build a Relationship with Your Customers 125
13. 8. Lesson 7: Be Prepared to Engage in Crisis Management 140
14. 9. Concluding Remarks 158
15. Appendix 169
16. Notes 171
17. Index 191