Campaign Craft (the Strategies, Tactics, And Art Of Political Campaign Management)

Description

By (author) Burton Michael J.; By (author) Miller William J.; By (author) Shea Daniel M.

Short /annotation:

The go-to source on campaign management for nearly two decades is now updated to cover the latest in contemporary campaign expertise from general strategy to voter contact to the future of political campaigns.

Political campaigning reinvents itself at a furious pace.

:

The go-to source on campaign management for nearly two decades is now updated to cover the latest in contemporary campaign expertise from general strategy to voter contact to the future of political campaigns.

Political campaigning reinvents itself at a furious pace. This highly respected text recounts the evolution of modern campaign management and shares strategies and tactics common to American elections. Informed by the practical political experience of three scholarly authors, the book weaves important academic perspectives with insights garnered from close observation of electoral practice.

The fifth edition lays out the foundations of modern campaign management, going on to explore critical steps in running a “new style” campaign. Using fresh stories and recent research, the book follows American electioneering from the planning stages through Election Day and concludes with a view to the future of political campaigning. Critical updates examine the Tea Party movement, new political technologies, advances (and challenges) in opinion polling and field experimentation, and increasing polarization within the American electorate. New material includes an exploration of the Super PACs and non-candidate campaigns that are changing the strategic context of American elections.

Table of contents:

List of Figures and Tables
Preface
Introduction: Consultant-Centered Campaigns

Part I: CAMPAIGN PRELIMINARIES
1 The Campaign Plan
2 The Context of the Race
3 Opposition Research

Part II: STRATEGIC THINKING
4 Segment Analysis
5 Survey Research
6 Voter Targeting

Part III: CONTACT
7 Fundraising Strategies and Tactics
8 Strategic Communications
9 Earned Media
10 Direct Voter Contact

Part IV: THE FUTURE OF ELECTIONEERING
11 New Players and New Campaigns
12 The Evolving Style
References
Index

Biographical note:

Michael John Burton, PhD, is associate professor of political science at Ohio University where he teaches elections and campaigns, political leadership, and political research methods.

William Miller, PhD, is director of Institutional Research and Effectiveness at Flagler College, Saint Augustine, FL.

Daniel M. Shea, PhD, is professor of government and director of the Goldfarb Center for Public Affairs and Civic Engagement at Colby College, Waterville, ME.

Promotional headline:
The go-to source on campaign management for nearly two decades is now updated to cover the latest in contemporary campaign expertise from general strategy to voter contact to the future of political campaigns.

Feature:
Updates readers on rapidly evolving campaign strategy and tactics

Feature:
Offers the ideal balance between practical perspectives and scholarly literature

Feature:
Includes fresh information on political polarization, strategic technologies, and online tools, along with coverage of the debate between advocates of ballot access and voter integrity

Feature:
Examines non-candidate players such as Super PACs and educational non-profits