Spin
Politics and Marketing in a Divided Age
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- $9.99
Publisher Description
Spin has been updated with a new introduction reflecting on the current era of Brexit and Trump.
Aided by masses of data, sophisticated computer modelling, and smart manipulation of social media, political strategists are reshaping the way voters think. And act. Clive Veroni analyzes the inner workings of campaign organizations to show how they build and motivate teams, and how they approach strategic and future planning. And those strategies being used to influence our choices at the ballot box will soon be used to influence our choices in the grocery store.
Spin focuses on the well-known characters from the worlds of politics and marketing to reveal how all of us will be affected by the surprising new ways in which companies and politicians will try to persuade us to vote for their brands.
PUBLISHERS WEEKLY
Veroni is a marketing strategist, who worked on ad campaigns for companies such as IBM and Apple before launching his own consulting firm, and in this exceptionally well-written and entertaining book, he explains how political strategists are reshaping public opinion through the use of big data, sophisticated computer modelling and smart manipulation of social media. Framing the right question, wedge politics, inspirational team building and scenario planning are techniques that have been used extensively to influence voters. Following in political operatives' footsteps, marketers are now adopting similar strategies to influence consumers' choices and strengthen their brands. Social media, open branding, individualized marketing and crowd-sourcing are helping companies develop products, deliver messages to consumers. The author also provides a compelling argument for reinventing marketing teams to exploit events and expose brands to captive audiences in innovative ways. Techniques featured in the book are supported by well-known business examples, political events and marketing stories that are highly relevant, powerful and entertaining, effectively reinforcing how companies and political strategists influence voters and consumers alike. Delightfully captivating and riveting, this is a must-read for marketers and political strategists and is highly recommended for all consumers.
