A Research Agenda for Political Marketing

Edited by Bruce I. Newman, PhD, Professor, Department of Marketing, DePaul University and Todd P. Newman, PhD, Assistant Professor, Department of Life Sciences Communication, University of Wisconsin-Madison, US

Contents:

1 A triangle of influence: researching political power
and social media in the wake of the 2020–21 U.S.
succession crisis 1
Michael Cornfield
2 Political marketing from an ideological marketing
perspective 21
Wojcieh Cwalina and Andrzej Falkowski
3 Stratified electioneering: the political marketing century 37
Dominic Wring
4 Issues management in science and technology:
contestable matters of fact, value and policy, and
areas for future research 53
Matt VanDyke and Nicole Lee
5 The management of political campaigns 69
Jody Baumgartner
6 The role of social media in political campaigns:
a review and research agenda 85
Christine Williams
7 Political branding: a research agenda for political
marketing 107
Christopher Pich
8 The continued relevance of mass media in
campaigns: a critical review and research agenda 129
Daniel E. Bergan
9 Challenging political communication and
marketing research: the measurement of implicit
attitudes in the age of scandals 143
Roberto de Miguel Pascual and Rosa Berganza
10 The dark arts of political marketing: use of
propaganda in political campaigns 159
Greg Simons

Index