Foreword I - Sir Lynton Crosby
Foreword II - Christopher Arterton
Introduction - Paul Baines, Denisa Hejlova, Phil Harris, Costas Panagopoulos
Part 1: Strategy in Political Marketing: Orthodox and Occidental Perspectives
Chapter 1: Strategies and Tactics in Global Political Marketing: Cases and Challenges from Practitioner's Perspective - Alexander Braun
Chapter 2: Australia - Political Marketing in a Down Under Democracy - Andrew Hughes
Chapter 3: Positioning Presidents: Personal Branding in US Elections - Neil Collins, Patrick Butler
Chapter 4: Negative (Issue) Campaigning: Towards a Decision-Making Process and Framework - Paul Baines, Roger Mortimore
Chapter 5: Electoral Attacking Strategies: Lessons from the Electoral Debates in Spain and France - Marta Rebolledo De La Calle, Aurken Sierra
Chapter 6: Polarized and Connected: Measuring Campaign Effects in the 2016 and 2020 U.S. Presidential Elections - Koen Pauwels, Kai Manke, Raoul Kübler, Costas Panagopoulos
Chapter 7: A Political Brand Engagement and Positioning Framework: An Integrated Framework - Chris Pich, Dr. Guja Armannsdottir, Mr. Dawood Khan, Dr. Louise Spry
Chapter 8: The Continued Relevance of Political Advertising on Television: A Review of Its Effects and Content - Travis Ridout, Furkan Cakmak
Chapter 9: Social Media Content in the Turkish Presidential Elections: A Functional Theory of Political Campaign Discourse Perspective - Gözde Akdeniz, Birce Dobrucali Yelkenci, Burcu Ilter
Chapter 10: Managing Political Crises in Japan: A Political Communications Perspective - Igor Prusa
Chapter 11: Mobilise and sustain: Ukrainian strategic communications in the Russia-Ukraine War - Nigel Jones, Paul Baines
Part 2: Political Marketing, Propaganda, and Digital Evolution: Global South and Eastern European Perspectives
Chapter 12: Political Marketing and Propaganda: Definitions, Evolutionary Changes, and Their Implications for a Taxonomy of Regime Types - Denisa Hejlová
Chapter 13: Strategic Market Segmentation and Targeting in the 21st Century: Ethical Challenges, Trends and Innovations - Otto Eibl, Miloš Gregor
Chapter 14: Vetting Political Candidates in the Digital World - Filip Scherf, Michael Vintr
Chapter 15: Political Marketing and the Strategic Populism in Poland - Wojciech Cwalina, Pawel Koniak
Chapter 16: Disinformation and Elections: Old Challenge in the New Context - Sára Cigánková, Jonáš Syrovátka, Martin Vérteši
Chapter 17: Use of Analytics in Political Marketing: The Case of the Czech Republic - Anna Shavit, Marcela Konrádová
Chapter 18: Role of Content and Narrative in Indian Political Leader¿s Political Communication: A Narrative Paradigm Theory Approach - Pooja Sharma, Varsha Jain
Chapter 19: Political Marketing at the Bottom of the Pyramid: Shreds of Evidence from India - Subhojit Sengupta, Srabanti Mukherjee
Part 3: Ideology in Political Marketing: Advocacy, Movements, Lobbying, and Public Diplomacy
Chapter 20: The Marketing of an Ideal: The Hong Kong Democracy Movement - George Patsiouras
Chapter 21: Pick-Six: How Grassroots Organizations in the United States Can Use Core Stakeholder Influence Techniques in Political Marketing - Craig Fleisher, Jason Voiovich
Chapter 22: It's all about Position, Position, Position. The Case of the Five Star Movement in Italy - Fabio Bordignon, Luigi Ceccarini, Claudia Mariotti
Chapter 23: Soft Power, Art of the Media and International Political Marketing: A Cross-Cultural Perspective - Henry Sun, Phil Harris
Chapter 24: The Pandemic Olympics: Japan's Covid-19 Crisis Communications - Nancy Snow
Chapter 25: Marketing the Far-Right: How do they get it right? - Mona Moufahim
Chapter 26: Marketing Austerity Policies - Chris Robertson
Chapter 27: Women In Public Affairs And Lobbying - Maria Cristina Antonucci
Chapter 28: Going Blue In The Deep Red: How Kansas Voters Shocked The Nation And Protected Choice - Nada Hashmi, Suniti S. Bal, Anjali S. Bal
Part 4: Contemporary Political Marketing: Cybercampaigning, Fake News and Social Media
Chapter 29: Digital Political Campaigning and Social Media - Katherine Haenschen, Bridget Barrett
Chapter 30: The Role Of Artificial Intelligence In Political Marketing - Phil Harris, Chris Robertson
Chapter 31: Digital Political Marketing: Informing, Mobilising and Interacting during the 2023 Zimbabwean election - Darren Lilleker, Darlington Nyambiya
Chapter 32: Character Assassination in Electoral Negative Campaigns - Sergei A. Samoilenko, Alessandro Nai
Chapter 33: What Can Nation Branding Research Learn From Political Marketing? - Tom Wraight
Chapter 34: Challenges to Political Marketing: Overcoming Risks when Engaging in Socio-Political Issues - Jennifer J. Griffin
Chapter 35: Entrepreneurs or Franchisees: The Use of Individual versus Party Branding in Contemporary American Politics - Kenneth Cosgrove, Nathan R. Shrader
Chapter 36: Political Marketing amidst the Rise and Fall of Democratic Regimes in Africa - George M. Bob-Milliar, Lauren M. MacLean
Chapter 37: Persuasion and Persistence: A Large-Scale Field Experiment in a Presidential Campaign - David Nickerson
Chapter 38: The Challenge of Responding to Populism - Wayne Steger
