Learn why the Obama presidential campaign packed a powerful marketing punch! Branding The Candidate reveals the many savvy ways in which the Obama campaign utilized consumer research to create perceptions that emotionally and effectively connected with the consumer/voter.

Get ready for the next political marketing assault! While the Obama 2008 political campaign has set the recent standard in political marketing, new high-tech digital formats will continue to change the marketing landscape and new political campaign marketing strategies and techniques will continue to emerge.

Educate and empower yourself! This book unleashes the secret weapons that will be used in political marketing campaigns for years to come.

This groundbreaking book addresses the most recent major development in American politics — how political campaigns have borrowed from the world of direct and interactive marketing. Political campaigns today resemble business marketing campaigns, and the consumer has replaced the voter as the target of political campaigners.

This process was taken to a new level of sophistication by the Obama presidential campaign of 2008. Branding The Candidate discusses how the Obama "brand" was created in order to respond to consumers who were eager for change and ripe for convincing. It outlines the ways in which the Obama campaign relied on database-driven political micro-targeting, digital and social media to reach different market segments.

The marketing strategies of the Obama campaign are described clearly and simply, so that average American readers can understand how a relatively unknown politician became an overnight national marketing success. This book addresses the process of creating a candidate/brand from the ground up and the challenges associated with managing that political brand.

The book offers an account of the likely main themes of the upcoming 2012 presidential election, and what marketing tactics and techniques will be utilized to reach American voters.

Praeger Publishers was founded in 1950 by Frederick Praeger. Preger's Business and Economics list covers a wide spectrum of topics, including leadership, management, ethics, entrepreneurships, marketing, finance, careers, technology, law, human resources, economic policy, and history — all with an emphasis on blending cutting-edge research with practical applications.