The Creation of Political Leaders in the Context of American Politics in the 1970s and 1980s
The major underlying assumption in the conceptualization and execution of the political process described in this chapter is that a political candidate, whether an incumbent or a challenger, is, at one level, a consumer product (like cottage cheese, salted snacks, or toothpaste) that can be marketed in the same way as such products. Consequently, the political research process discussed here consists of marketing research and marketing strategy processes that were adapted to and have become a part of many political campaign arenas.
KeywordsCrystallization Depression Marketing Arena Editing
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