High Priesthood, Low Priestcraft: The Role of Political Consultants

Nicholas J. O’Shaughnessy

Chapter 7 in The Phenomenon of Political Marketing, 1990, pp 128-149 from Palgrave Macmillan

Abstract: Abstract Political consultants may be described as the product managers of the political world, and they made their first recognisable appearance in California in the early nineteen thirties. The success of these pioneers became legendary; their growth was rapid and by the fifties they were firmly established on the political scene. California, with no ancient political loyalties and only light party organisations, provided fertile ground for political marketing, a genre that is inherently anti-party and whose growth is intimately bound up with the demise of parties and which depends for its effectiveness on the absence of strong loyalties.1 A total of 5000 consultants and their assistants now work on campaigns, with an extra 30 000 drafted in at peak periods.

Keywords: American Politics; Direct Mail; Marketing Technique; Political Market; Gubernational Election (search for similar items in EconPapers)
Date: 1990
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-10352-2_7

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DOI: 10.1007/978-1-349-10352-2_7

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