Market Driven Political Advertising : Social, Digital and Mobile Marketing / by Andrew Hughes.
Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising e...
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Full Text (via Springer) |
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| Main Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
Cham :
Springer International Publishing : Imprint : Palgrave Pivot,
2018.
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| Series: | Palgrave studies in political marketing and management.
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| Subjects: |
Table of Contents:
- 1. Introduction and Outline
- 2. The Relationship between Value Co-Creation, Exchange and Stakeholders
- 3. The Theory and the Practice of Political Advertising
- 4. Weapons of Mass Consumption: Social and Digital Media in Political Campaigns
- 5. Social and Digital Media: Creating, Engaging and Motivating Relationships
- 6. Mobile Political Marketing and Mobile Political Advertising
- 7. Political Advertising: Practitioner Lessons for 2018 and Beyond
- 8. The Future: Directions for Researchers and Practitioners.