Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management / Edition 4

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Overview

Updated for the Obama age of political campaigning, Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management, Fourth Edition remains mandatory reading for anyone interested or active in the electoral process—campaign professionals; activists at the local, state, and national levels; and scholars of American politics and communication.

Campaign Craft serves both as a college text and a practitioner's handbook on political campaign management. The reader begins with the planning process of a campaign and progresses to resource and strategic considerations. This text covers contemporary campaign techniques from every angle, ranging from voter contact techniques to future trends in political campaigning. TheFourth Editionprovides an in-depth illustration of campaign craft principles, including the utilization of the latest technologies in netroots organizing and Web 2.0 outreach.

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Editorial Reviews

Booknews
Shea (political science, Allegheny College), who is joined now by former White House staffer Burton (now political science, Ohio U.), has updated his earlier edition to reflect the important new role of the Internet in politics including a concluding chapter by Burton on the future of campaign organization in light of these new data management and voter contact technologies. The text, designed for an undergraduate course, is focused on state and local elections with chapters on the context of electoral races, demographic analysis, opposition research, strategic thinking, electoral targeting, survey research, campaign fund-raising and news coverage. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

Table of Contents

1 Introduction : consultant-centered campaigns 1
2 The campaign plan 19
3 The context of the race 31
4 Demographic research : the theory of aggregate inference 47
5 Candidate and opposition profiles : looking at the record 59
6 Prior electoral targeting 81
7 Polling : the focus of strategic vision 103
8 General strategy 121
9 Fund-raising strategy and tactics 135
10 Strategic communications 153
11 News coverage 167
12 Returning to the grassroots 181
13 Conclusion : the future of political campaign organization 197
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