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.

The Permanent Campaign

The permanent campaign

A government is based on public opinion and must keep in step with what public opinion decides, which considers and calculates everything.

—Napoleon Bonaparte, letter, November 25, 1803

In The Prince, Machiavelli described the successful leader as someone able to combine the strength of a lion and the cunning of a fox. In today's more complicated world, his perception still holds true, yet one also needs deliberate and delicate balancing of several approaches to create purposeful, effective leadership.

Remember the Edsel? That was the car on which Ford lost $350 million and went down in history as perhaps the greatest of all marketing failures. Texas Instruments lost $660 million before it pulled out of the home computer business. RCA lost $575 million on ...

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