Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management, 3rd Edition (Praeger Series in Political Communication) - Tapa dura

"Aptly named, because campaigning is a craft as well as a science and an art, this updated undergraduate text describes the history and logic of campaigns up to the highly technological and consultant-centered present. Shea and Burton maintain that this new style of campaigning now affects local elections as well as those at the national level, describing the typical campaign plan, the methods for understanding contexts of the race through demographic research and profiles of candidates and opponents. They examine the strategic thinking behind electoral targeting and polling, and cover voter contact techniques such as fundraising, strategic communications, news coverage, and returning to the grass roots. They close with commentary on the future of political campaign organization." - Reference & Research Book News

With careful attention and hard work, average citizens can oversee sophisticated, state-of-the-art political campaigns. They will find no aid more valuable than this book. Shea and Burton cover all aspects of present-day political campaigns, from understanding the context of a particular campaign (national trends, the media market, demographic research, and so forth) to strategic thinking and specific voter contact techniques that work. The authors present a lively, up-to-date analysis, peppered with examples from national, state-level, and local campaigns.