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Merchandising the Monarch: Reagan and the Presidential Elections

In: The Phenomenon of Political Marketing

Author

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  • Nicholas J. O’Shaughnessy

Abstract

The prerequisite of political success in America today is to conceive your election as a product marketing exercise. The marketing dynamic is not the only way to interpret elections — the play of orthodox political factors also colours and determines them — but as it explains the conceptual, tactical and technological approaches taken it is a useful one. Elections are spectacular, like a circus; they have their ringmasters and their acrobats. They are for the audience but not of them.

Suggested Citation

  • Nicholas J. O’Shaughnessy, 1990. "Merchandising the Monarch: Reagan and the Presidential Elections," Palgrave Macmillan Books, in: The Phenomenon of Political Marketing, chapter 9, pages 182-206, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-10352-2_9
    DOI: 10.1007/978-1-349-10352-2_9
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