Sulle spalle dei giganti:
meno 20% sulle collane «Storica paperbacks» e «Biblioteca paperbacks» fino al 7 ottobre!

Cover Political Marketing
series "Universale Paperbacks il Mulino"
pp. 200, Brossura, 978-88-15-14963-3
publication year 2011


Political Marketing

How to Win Elections and Govern

Do election campaigns actually matter? Is it true that most elections are decided even before campaigns begin? This book describes the role played by the professionalization of politics in achieving widespread support in the age of "fast politics". Political marketing has to do with the promotion of parties, platforms and candidates in a media-centred context that demands permanent communication, a mastery of different media outlets, an ability to contact millions of people in real time through the internet, cellphones and non-stop news programmes. But in order to be effective, the author emphases, political marketing also requires a solid foundation of content and values.

Marco Cacciotto is a strategy consultant and political analyst who teaches Political Marketing and Public Affairs at the University of Milan.

I. La consulenza politica
II. La politica orientata al mercato
III. Capire
IV. Decidere
V. Agire
VI. La politica come narrazione
VII. Fast politics
Riferimenti bibliografici