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.