Recommended by: Varsha Jain

The Sage Handbook of Political Marketing is a comprehensive resource that introduces the theory and practice of political marketing in a global, yet simultaneously localized, world. The practice of political marketing has evolved significantly during the 20th and 21st centuries, adapting to the rise of mass media, marketing communication, advertising, and the web. Traditionally dominated by US, European, and Australasian scholars, the field has up-to-now emphasized the Americanisation and professionalisation of campaigning styles. Since the start of the new millennium, however, political marketing has transformed into a data-driven, specialized profession. With increasing digitalisation and the advent of AI, political marketing involves personally targeted, evidence-based messaging with real-time engagement and sentiment analysis. This approach is not limited to democratic regimes but is also widely adopted by authoritarian states worldwide. The handbook addresses the global perspectives on political marketing, covering a myriad of contexts, cultures, and regimes. It encompasses insights into political marketing in regions seldom discussed in the literature, including Zimbabwe, Japan, India, Hong Kong, and Ukraine. These chapters enrich the debate on political marketing's impact on democracies and its use in non-democratic societies. Organized into four parts, the handbook covers strategy, propaganda, digital evolution, ideology, and contemporary practices in political marketing. It explores topics such as the marketing of ideology, the impact of the internet and social media, the use of AI in political marketing, and the role of fake news and disinformation in campaigns. The handbook addresses the use of political marketing techniques in crisis management, political branding, the measurement of political marketing effects, and political marketing use outside of electoral campaigns. The Sage Handbook of Political Marketing is an essential resource for scholars, practitioners, students, and politicos in general, seeking to understand the complexities of political marketing. It provides a comprehensive and nuanced exploration of the field, equipping readers to engage with the theoretical and practical aspects of political marketing in a rapidly changing world.

Contents:

Part 1: Strategy in Political Marketing: Orthodox and Occidental Perspectives
Alexander Braun
Chapter 1: Strategies and Tactics in Global Political Marketing: Cases and Challenges from Practitioner’s Perspective

Andrew Hughes
Chapter 2: Australia – Political Marketing in a Down Under Democracy

Neil Collins, Patrick Butler
Chapter 3: Positioning Presidents: Personal Branding in US Elections

Paul Baines, Roger Mortimore
Chapter 4: Negative (Issue) Campaigning: Towards a Decision-Making Process and Framework

Marta Rebolledo De La Calle, Aurken Sierra
Chapter 5: Electoral Attacking Strategies: Lessons from the Electoral Debates in Spain and France

Koen Pauwels, Kai Manke, Raoul Kübler, Costas Panagopoulos
Chapter 6: Polarized and Connected: Measuring Campaign Effects in the 2016 and 2020 U.S. Presidential Elections

Chris Pich, Dr. Guja Armannsdottir, Mr. Dawood Khan, Dr. Louise Spry
Chapter 7: A Political Brand Engagement and Positioning Framework: An Integrated Framework

Travis Ridout, Furkan Cakmak
Chapter 8: The Continued Relevance of Political Advertising on Television: A Review of Its Effects and Content

Gözde Akdeniz, Birce Dobrucali Yelkenci, Burcu Ilter
Chapter 9: Social Media Content in the Turkish Presidential Elections: A Functional Theory of Political Campaign Discourse Perspective

Igor Prusa
Chapter 10: Managing Political Crises in Japan: A Political Communications Perspective

Nigel Jones, Paul Baines
Chapter 11: Mobilise and sustain: Ukrainian strategic communications in the Russia-Ukraine War

Part 2: Political Marketing, Propaganda, and Digital Evolution: Global South and Eastern European Perspectives
Denisa Hejlová
Chapter 12: Political Marketing and Propaganda: Definitions, Evolutionary Changes, and Their Implications for a Taxonomy of Regime Types

Otto Eibl, Miloš Gregor
Chapter 13: Strategic Market Segmentation and Targeting in the 21st Century: Ethical Challenges, Trends and Innovations

Filip Scherf, Michael Vintr
Chapter 14: Vetting Political Candidates in the Digital World

Wojciech Cwalina, Pawel Koniak
Chapter 15: Political Marketing and the Strategic Populism in Poland

Sára Cigánková, Jonáš Syrovátka, Martin Vérteši
Chapter 16: Disinformation and Elections: Old Challenge in the New Context

Anna Shavit, Marcela Konrádová
Chapter 17: Use of Analytics in Political Marketing: The Case of the Czech Republic

Pooja Sharma, Varsha Jain
Chapter 18: Role of Content and Narrative in Indian Political Leader's Political Communication: A Narrative Paradigm Theory Approach

Subhojit Sengupta, Srabanti Mukherjee
Chapter 19: Political Marketing at the Bottom of the Pyramid: Shreds of Evidence from India

Part 3: Ideology in Political Marketing: Advocacy, Movements, Lobbying, and Public Diplomacy
George Patsiouras
Chapter 20: The Marketing of an Ideal: The Hong Kong Democracy Movement

Craig Fleisher, Jason Voiovich
Chapter 21: Pick-Six: How Grassroots Organizations in the United States Can Use Core Stakeholder Influence Techniques in Political Marketing

Fabio Bordignon, Luigi Ceccarini, Claudia Mariotti
Chapter 22: It’s all about Position, Position, Position. The Case of the Five Star Movement in Italy

Henry Sun, Phil Harris
Chapter 23: Soft Power, Art of the Media and International Political Marketing: A Cross-Cultural Perspective

Nancy Snow
Chapter 24: The Pandemic Olympics: Japan’s Covid-19 Crisis Communications

Mona Moufahim
Chapter 25: Marketing the Far-Right: How do they get it right?

Chris Robertson
Chapter 26: Marketing Austerity Policies

Maria Cristina Antonucci
Chapter 27: Women In Public Affairs And Lobbying

Nada Hashmi, Suniti S. Bal, Anjali S. Bal
Chapter 28: Going Blue In The Deep Red: How Kansas Voters Shocked The Nation And Protected Choice

Part 4: Contemporary Political Marketing: Cybercampaigning, Fake News and Social Media
Katherine Haenschen, Bridget Barrett
Chapter 29: Digital Political Campaigning and Social Media

Phil Harris, Chris Robertson
Chapter 30: The Role Of Artificial Intelligence In Political Marketing

Darren Lilleker, Darlington Nyambiya
Chapter 31: Digital Political Marketing: Informing, Mobilising and Interacting during the 2023 Zimbabwean election

Sergei A. Samoilenko, Alessandro Nai
Chapter 32: Character Assassination in Electoral Negative Campaigns

Tom Wraight
Chapter 33: What Can Nation Branding Research Learn From Political Marketing?

Jennifer J. Griffin
Chapter 34: Challenges to Political Marketing: Overcoming Risks when Engaging in Socio-Political Issues

Kenneth Cosgrove, Nathan R. Shrader
Chapter 35: Entrepreneurs or Franchisees: The Use of Individual versus Party Branding in Contemporary American Politics

George M. Bob-Milliar, Lauren M. MacLean
Chapter 36: Political Marketing amidst the Rise and Fall of Democratic Regimes in Africa

David Nickerson
Chapter 37: Persuasion and Persistence: A Large-Scale Field Experiment in a Presidential Campaign

Wayne Steger
Chapter 38: The Challenge of Responding to Populis