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Erschienen in:
1990 | OriginalPaper | Buchkapitel
Merchandising the Monarch: Reagan and the Presidential Elections
verfasst von : Nicholas J. O’Shaughnessy
Erschienen in: The Phenomenon of Political Marketing
Verlag: Palgrave Macmillan UK
Enthalten in: Professional Book Archive
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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.