000			03538cam a2200301zu 4500
001			88973393
003			FRCYB88973393
005			20251020125719.0
006			m o d
007			cr un
008			251020s2025 fr | o|||||0|0|||eng d
020			_a9781529679168
035			_aFRCYB88973393
040			_aFR-PaCSA _ben _c _erda
100	1		_aBaines, Paul
245	0	1	_aThe Sage Handbook of Political Marketing _c['Baines, Paul', 'Harris, Phil', 'Hejlova, Denisa']
264		1	_bSAGE Publications _c2025
300			_a p.
336			_btxt _2rdacontent
337			_bc _2rdamdedia
338			_bc _2rdacarrier
650		0	_a
700	0		_aBaines, Paul
700	0		_aHarris, Phil
700	0		_aHejlova, Denisa
856	4	0	_2Cyberlibris _uhttps://international.scholarvox.com/netsen/book/88973393 _qtext/html _a
520			_aThe Sage Handbook of Political Marketing is a comprehensive resource that introduces the theory and practice of political marketing in a global, yet simultaneously localized, world. The practice of political marketing has evolved significantly during the 20th and 21st centuries, adapting to the rise of mass media, marketing communication, advertising, and the web. Traditionally dominated by US, European, and Australasian scholars, the field has up-to-now emphasized the Americanisation and professionalisation of campaigning styles. Since the start of the new millennium, however, political marketing has transformed into a data-driven, specialized profession. With increasing digitalisation and the advent of AI, political marketing involves personally targeted, evidence-based messaging with real-time engagement and sentiment analysis. This approach is not limited to democratic regimes but is also widely adopted by authoritarian states worldwide. The handbook addresses the global perspectives on political marketing, covering a myriad of contexts, cultures, and regimes. It encompasses insights into political marketing in regions seldom discussed in the literature, including Zimbabwe, Japan, India, Hong Kong, and Ukraine. These chapters enrich the debate on political marketing’s impact on democracies and its use in non-democratic societies. Organized into four parts, the handbook covers strategy, propaganda, digital evolution, ideology, and contemporary practices in political marketing. It explores topics such as the marketing of ideology, the impact of the internet and social media, the use of AI in political marketing, and the role of fake news and disinformation in campaigns. The handbook addresses the use of political marketing techniques in crisis management, political branding, the measurement of political marketing effects, and political marketing use outside of electoral campaigns. The Sage Handbook of Political Marketing is an essential resource for scholars, practitioners, students, and politicos in general, seeking to understand the complexities of political marketing. It provides a comprehensive and nuanced exploration of the field, equipping readers to engage with the theoretical and practical aspects of political marketing in a rapidly changing world. Part 1: Strategy in Political Marketing: Orthodox and Occidental Perspectives Part 2: Political Marketing, Propaganda, and Digital Evolution: Global South and Eastern European Perspectives Part 3: Ideology in Political Marketing: Advocacy, Movements, Lobbying, and Public Diplomacy Part 4: Contemporary Political Marketing: Cybercampaigning, Fake News and Social Media
999			_c1558927 _d1558927