Associate Professor Jennifer Lees-Marshment (Politics and International Relations) puts her name to her twelfth book, Political Marketing in the United States. Published by Routledge, the book was co-edited by Lees-Marshment with United States colleagues Brian Conley and Kenneth Cosgrove.
The book brings together experts from around the world to explore cutting edge trends in political marketing in the United States. Despite the US being the leader in the practice of political marketing, scholarship has lagged behind and this is the first book focused on American political marketing.
As the book’s chapter authors note, political marketing is not just important to the academic discipline of political science but to the practice of politics itself. Campaigns rely heavily on marketing strategies for success; political institutions increasingly use tools and tactics derived from marketing to gain support. The success of any politician or policy proposal is critically dependent on public opinion. Political marketing allows advocates to both assess and potentially change that climate of opinion.
Christopher Arterton, founder of the Graduate school of Political Management, George Washington University, says that this new book makes “an enormous contribution to our understanding of political marketing, not just by bringing together prominent scholars all addressing an emerging and critical trend in American politics, but by offering us a coherent definition of how marketing in politics differs from mere campaign communications.”
Read more about Political Marketing in the United States on the Routledge website.
