- Makeovers in politics: The role of imagery in recent elections
- Customer Behavior: Consumer Behavior and Beyond
- Consumption Values and Market Choices
- Political and business marketing
- Political Marketing as a Separate Discipline of Science and Practice
- The Campaign Message Development: Segmentation and Positioning on the Voting Market
- Dissemination of Campaign Message: Direct Campaign and Debates
- Political Marketing: Implication for Democracy
- U.S. Presidential Election
Dr. Bruce I. Newman, on the subject of Political Marketing, specializing in consumer research, image management and marketing strategy for both corporations and political clients.
Newman underscores the importance of drawing creative ideas from diverse sources to develop a winning marketing formula, as the Obama campaign team did by bringing together experts in analytics, polling, fundraising, branding, advertising, customer relations and crisis management from the for- and nonprofit worlds.
“It is incumbent on CEOs to reach out to experts who understand the integrative nature of marketing in all fields, and not to be afraid to experiment with new strategies and tactics.”
Dr. Newman has lectured to numerous professional groups around the world on the topics of political and business marketing.
You should note the potential threats to democracy, especially the use of marketing techniques to manipulate voters at the subconscious level. He concludes with a set of normative “do’s and dont’s” for political marketing practice that strengthens civic education and democratic governance.
Dr. Newman consulted, selected political leaders around the world, including Bill Clinton and Lech Walesa, on communication strategy. Met with former President Lech Walesa and his top aides in Poland to advise him on his presidential run. Dr. Newman advised senior aides in the Clinton White House on communication strategy.
He is one of the leading experts in the world in marketing and politics with his knowledge of consumer psychology and statistical applications.
A number of books and numerous articles on the subjects of political marketing and consumer psychology, his publications have appeared in both scholarly journals and popular press.
Bruce I. Newman, Ph.D., has appeared in the media on several hundred occasions: on syndicated television and radio talk shows, newspapers, and magazines.
Dr. Newman is the founding Editor-in-Chief of the Journal of Political Marketing.
Yes, a slogan is just a few words for the background of campaign lit and stump speeches. But its importance, Newman explained, shouldn’t be understated.
“That becomes the branding of the whole campaign,” he said. “That becomes the anchor to bring together disparate voter segments. It’s the glue, if you will.”
Books by Bruce I. Newman, Ph.D.
- The Marketing of the President: Political Marketing as Campaign Strategy
- A Theory of Political Choice Behavior
- Political Marketing: Readings and Annotated Bibliography
- Communication of Politics: Cross-Cultural Theory Building in the Practice of Public Relations and Political Marketing
- The Mass Marketing of Politics: Democracy in an Age of Manufactured Images
- The Marketing Revolution in Politics: What Recent U.S Presidential Campaigns Can Teach Us About Marketing