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 second sound bites over meaningful dialogue. This book details how tactics are being used to determine public opinion, win votes and shape public policy in the White House and Congress. The book points out the pitfalls of relying too heavily on marketing as a campaign and governance tool, and offers alternatives. The Mass Marketing of Politics is provocative and essential reading for anyone interested in North American politics, marketing, political communication, and media studies.



No part of the education of a politician is more indispensable than the fighting of elections.

—Winston Churchill, Great Contemporaries (1937)

According to Tom Peters, noted business guru, there are certain rules that should be followed to avoid product failure. There needs to be continuous improvement, a quality orientation, constant reengineering, empowerment to employees, and excellent customer service to boost a company's competitiveness.

But new products continue to fail on a regular basis for several reasons. First, a top executive might push a favorite idea through despite negative marketing research findings. Second, an idea might be good but the market size is overestimated. Third, the product might not be well designed. Fourth, the product might be incorrectly positioned in the market. Fifth, the advertising might not be ...

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