Signed by the Author
THE MARKETING REVOLUTION IN
POLITICS: WHAT RECENT U.S.
PRESIDENTIAL CAMPAIGNS CAN
TEACH US ABOUT EFFECTIVE
MARKETING
Bruce I. Newman
JANUARY 20, 2016





The Marketing Revolution in Politics: What Recent U.S. Presidential Campaigns Can Teach Us About
Effective Marketing
By: Bruce I. Newman, Department of Marketing
This book focuses on the successful application and execution of innovative marketing strategies in a political
context. Recent presidential election campaigns, especially the Obama campaigns of 2008 and 2012, are
employed as case studies. Political campaigns at the presidential level in the United States have become fullblown marketing endeavors with a reliance on techniques found on the commercial side. But because of the
condensed nature of a presidential campaign and the necessity to effectively create a startup organization for
every election, the political marketplace represents a unique and complex case study. This book reports both
on political marketing's effective application of standard techniques, and highlights lessons for mid-level
managers in a variety of organizations, students of political marketing and interested observers of marketing
and politics.
(Image courtesy of Rotman-UTP Publishing, University of Toronto Press)
What makes your book different or unique from others in the same genre?
"The Marketing Revolution in Politics" presents a strategic blueprint based on advanced technological tools
including: Big Data; customer analytics; micro-targeting; and social media that are integrated into a set of
seven marketing lessons. The book puts forward a strategic triad that highlights the use of these tools for each
marketing lesson in organizations that are found in the political, for-profit and nonprofit sectors. Best practices
in each of these sectors are highlighted to point out where marketing strategies succeed. Case examples include
a wide variety of organizations from the Democratic Party, to Google, to the Vatican to Habitat for
Humanity. This is the most comprehensive marketing book integrating all four of these technological tools in a
single text across all three sectors.
About the author:
Bruce I. Newman is a professor in the Department of Marketing and Wicklander Fellow in Business Ethics in
the Kellstadt Graduate School of Business at DePaul. He received his Bachelor of Science, his MBA and his
doctorate from the University of Illinois at Urbana-Champaign in marketing. He specializes in political
marketing, consumer behavior, and customer and voter choice behavior. He is considered the leading scholar
in the world on the subject of political marketing and has published 14 books, some of which have been
translated to Chinese, Korean, Hungarian and Italian.
Publisher, publication date, length:
Rotman-UTP Publishing, University of Toronto Press; January 2016; 224 pages
Signed by the Author allows DePaul faculty and staff to introduce their recently published or upcoming book
or chapter to the university community. To submit your book or chapter for consideration, contact Newsline.