Research Agenda for Political Marketing - Bruce I. Newman;Todd P. Newman

This Research Agenda documents and establishes the thinking of leading scholars in the field of political marketing and related sub-fields, also encompassing additional social science disciplines that intersect at the crossroads of political marketing.

Chapters address the complexity of how politicians and political parties leverage trust, credibility, and expertise across their policy positions, and how citizens formulate their attitudes and opinions. Contributors focus on the new challenges and opportunities for political parties and politicians around the globe when communicating about complex issues, such as science and technology.

This Research Agenda will be an essential resource for political marketing researchers and practitioners looking to explore how marketing tactics may be used to shape, guide, and manage public opinion and policy discourse.

This Research Agenda documents and establishes the thinking of leading scholars in the field of political marketing and related sub-fields, also encompassing additional social science disciplines that intersect at the crossroads of political marketing.