Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management / Edition 4 available in Paperback
A lively, comprehensive exploration of modern political campaign management in the Internet age, based on real-world practices and results of the 2006 and 2008 campaigns.
• A complete chronology details the evolution of modern campaign management
• Illustrations throughout the text help bring topics to life
• Clear concept maps clarify various targeting techniques
• A bibliography of sources further the reader's study of political campaigning
About the Author
Michael John Burton is associate professor of political science at Ohio University, Athens, OH.
Daniel M. Shea is professor of political science and director of the Center for Political Participation at Allegheny College, Meadville, PA.
Table of Contents
|1.||Introduction: Consultant-Centered Campaigns||1|
|2.||The Campaign Plan||15|
|Part 1||The Lay of the Land: Understanding the Campaign Context|
|3.||The Context of the Race||25|
|4.||Demographic Research: The Theory of Aggregate Inference||41|
|5.||Candidate and Opposition Profiles: Looking at the Record||53|
|Part 2||Strategic Thinking|
|6.||Prior Electoral Targeting||75|
|7.||Polling: The Focus of Strategic Vision||99|
|Part 3||Voter Contact Techniques|
|9.||Fund-raising Strategy and Tactics||133|
|12.||Returning to the Grassroots||183|
|13.||Conclusion: The Future of Political Campaign Organization||199|