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Palgrave Macmillan

Political Marketing in the 2020 U.S. Presidential Election

  • Book
  • © 2022


  • Offers scholarly insights on the 2020 election that are relevant to political branding and marketing practitioners
  • Combines rigorous theoretical analysis with practical commentary by experts
  • Challenges the conventional wisdom and accepted tenets of political branding and marketing

Part of the book series: Palgrave Studies in Political Marketing and Management (Palgrave Studies in Political Marketing and Management)

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About this book

This book focuses on the U.S. presidential election spectacle, from the primaries through to the November 2020 election and the subsequent events leading up to the inauguration of Joe Biden as the 46th president. A follow-up to Political Marketing in the 2016 U.S. Presidential Election,it uniquely focuses on the political marketing and branding strategies of presidential candidates, with particular attention to how those strategies have changed since the 2016 election. The 2020 election was as much about a continuous strategy of targeting and maintaining voter enthusiasm as it was about swaying undecided voters in the electorate, distinguishing it from the horserace and implications of vote targeting in 2016. Donald Trump had a base of support that was unwavering. Likewise, Joe Biden and the Democrats counted on the same proportion of the electorate to vote against Trump. The election was also a harbinger of major new branding and marketing strategies, including innovative uses of social media and direct appeals to voters. This book presents diverse scholarly perspectives and research, with practitioner-relevant content on practices and discourses that will advance our current understandings of political marketing theories.

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Table of contents (9 chapters)

Editors and Affiliations

  • Communications and Public Policy, St. Thomas University, Fredericton, Canada

    Jamie Gillies

About the editor

Jamie Gillies is Associate Professor of Communications and Public Policy and Acting Director of the Frank McKenna Centre for Communications and Public Policy at St. Thomas University in Fredericton, New Brunswick, Canada.

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