Review by Choice Review
The strength of this monograph lies in originality rather than timeliness. A decade ago Gary A. Mauser analyzed marketing techniques in political campaigns in Political Marketing: An Approach to Campaign Strategy (CH, Dec'83). The passage of time and electoral campaigns does not date Mauser's work; it remains the standard. Newman adds an analysis of marketing approaches in the 1992 presidential election. He retraces familiar ground with a model of political marketing relevant to the changed conditions of American politics: negative advertising, partisan decline, rising campaign costs, the role of the press, and shifting power bases of elections. Charting a more contemporary course, he employs the four Ps of marketing (product, push, pull, and polling) to detail, respectively, the role of campaign platforms, grass-roots politics, the mass media, and research in 1992. Relying too extensively on accounts from The New York Times and weekly newsmagazines, he finds that Bill Clinton's success derived from superior marketing segmentation and positioning strategies. Newman concludes that, as long as Clinton employs marketing schemes in an open and honest way, "the political process will be strengthened" by the transformation that is political marketing. All levels. D. Nimmo; University of Oklahoma
Copyright American Library Association, used with permission.