Merchandising the Monarch: Reagan and the Presidential Elections

Nicholas J. O’Shaughnessy

Chapter 9 in The Phenomenon of Political Marketing, 1990, pp 182-206 from Palgrave Macmillan

Abstract: Abstract The prerequisite of political success in America today is to conceive your election as a product marketing exercise. The marketing dynamic is not the only way to interpret elections — the play of orthodox political factors also colours and determines them — but as it explains the conceptual, tactical and technological approaches taken it is a useful one. Elections are spectacular, like a circus; they have their ringmasters and their acrobats. They are for the audience but not of them.

Keywords: Presidential Election; Marketing Concept; Campaign Spending; Thematic Approach; Marketing Approach (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_9

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DOI: 10.1007/978-1-349-10352-2_9

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