Marketing has revolutionized politics. An expert discusses how it鈥檚 affecting November鈥檚 election.
The paradigm has shifted in U.S. politics. Out-of-nowhere candidates鈥攕uch as Republican presidential nominee and Democratic-so鈥媍ialist 鈥攈ave grown less from the political canon and more from the will of the people.
Marketing has been at the heart of this shift, according to professor of marketing and a Wicklander Fellow in business ethics at the Kellstadt Graduate School of Business at DePaul University in 鈥婥hicago. In Newman鈥檚 latest book, , he writes that President Barack Obama鈥檚 2008 and 2012 campaigns changed how politicians use marketing.
Obama鈥檚 campaigns used the latest in marketing technology, Newman says, including microtargeting, social media and聽Big Data,聽which he calls the 鈥渟trategic triad.鈥 Newman鈥檚 book juxtaposes how these forms have worked in for-profit, nonprofit and political sectors.聽
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Hal Conick is a freelance writer for the 萝莉社官网鈥檚 magazines and e-newsletters. He can be reached at halconick@gmail.com or on Twitter at @HalConick.