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`Bruce I Newman tells us briskly, firmly what our instincts also tell us: we are mass marketing images rather than providing real leadership' - Paul Simon, Former US Senator, Public Policy Institute, Southern Illinois University The Mass Marketing of Politics demonstrates how The United States' contemporary political system is driven by marketing, not ideology, with an emphasis on image over substance, personality over issues, and thirty seco...

`Bruce I Newman tells us briskly, firmly what our instincts also tell us: we are mass marketing images rather than providing real leadership' - Paul Simon, Former US Senator, Public Policy Institute, Southern Illinois University The Mass Marketing of Politics demonstrates how The United States' contemporary political system is driven by marketing, not ideology, with an emphasis on image over substance, personality over issues, and thirty seco...

A must-read for managers, students of marketing and political marketing, and anyone interested in learning more about how presidential campaigns operate.

Using the 1992 presidential election as a case study, this book reveals how the American political process has been transformed by the use of marketing techniques. The author addresses issues of serious concern to the health of the political process including the role of polling, direct mail and television advertising. This is the first comprehensive account of the influence of marketing in a presidential election campaign.