Political Marketing in the 2016 U.S. Presidential Election

  • Jamie Gillies

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

About this book


This edited collection is one of the first books to focus on the distinctive political marketing and branding strategies utilized by the candidates and their parties in one of the most gripping elections in U.S. history. It considers why this election was so unusual from a political marketing perspective, calling for new explanations and discussions about its implications for mainstream political marketing theory and practice. At a time of political upheaval, candidates from both parties – Donald Trump and Bernie Sanders in particular – have appeared to overturn the conventional wisdom that has hitherto dominated U.S. politics: that candidates should appear ‘presidential’, be politically experienced and qualified to run for office, and avoid controversial and politically incorrect positions. This book presents scholarly perspectives and research with practitioner-relatable content on practices and discourses that look specifically at the Trump, Clinton and Sanders campaigns and how they took current understandings of political marketing and branding in new directions.


political marketing in the US election political campaigning in the US election voter micro-targeting in elections market research and electoral campaigning Donald Trump's election campaign Hillary Clinton's election campaign branding of the Republican party branding of the Democrat party swing voters in the US elections political marketing in 2016 US election Bernie Sander's primary campaign political marketing trends marketing strategies during election campaigns branding strategies in the US election political marketing theory political marketing practice political correctness and election campaigning political experience in election campaigning political communication in the US election

Editors and affiliations

  • Jamie Gillies
    • 1
  1. 1.St. Thomas UniversityFrederictonCanada

Bibliographic information