Introduction : marketing and campaign strategy -- Part I: Campaign analysis and strategy. Frameworks for campaign anaysis -- Strategic analysis for new products -- An approach to positioning candidates -- Part II: Positioning political candidates. The art of strategic positioning -- Pragmatists vs. purists in california -- Strategic analysis in France -- Ideology, image, and political strategy -- Part III: Evaluation. Estimating the share-of-vote -- Similarity and competition -- Stability of perceptions and preferences -- A concluding note.
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