Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Managemen,
Campaign craft; the strategies, tactics, and art of political campaign managemen, 3d ed.
Shea, Daniel M. and Michael John Burton. Praeger, 2006, 235 pages, $97.95, Hardcover Praeger series in political communication
JK2281
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 (political science, Allegheny College) and Burton (political science, Ohio U.) 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.
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