Overview

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. 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. The Fourth Edition provides an in-depth illustration of campaign craft principles, including the utilization of the latest technologies in netroots organizing and Web 2.0 outreach. • 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

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9780313383434

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Author Information

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.

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