The Sage Handbook of Political Marketing (1)

Synopsis

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. Part 1: Strategy in Political Marketing: Orthodox and Occidental Perspectives Part 2: Political Marketing, Propaganda, and Digital Evolution: Global South and Eastern European Perspectives Part 3: Ideology in Political Marketing: Advocacy, Movements, Lobbying, and Public Diplomacy Part 4: Contemporary Political Marketing: Cybercampaigning, Fake News and Social Media

Copyright:

2025

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9781529679168

Related ISBNs:

9781529675986, 9781529609707, 9781529677577

Publisher:

SAGE Publications

Date of Addition:

08/30/25

Copyrighted By:

Paul Baines, Phil Harris, Denisa Hejlová and Costas Panagopoulos

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Business and Finance, Politics and Government

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.

Edited by:

Paul Baines

Edited by:

Phil Harris

Edited by:

Denisa Hejlova

Edited by:

Costas Panagopoulos