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Donald trump and the branding of the American presidencythe president of segments /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Donald trump and the branding of the American presidencyby Kenneth M. Cosgrove.
Reminder of title:	the president of segments /
Author:	Cosgrove, Kenneth M.
Published:	Cham :Springer International Publishing :2022.
Description:	xi, 235 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	PresidentsElection2016.United States
Subject:	United States
Online resource:	https://doi.org/10.1007/978-3-030-30496-6
ISBN:	9783030304966$q(electronic bk.)

Donald trump and the branding of the American presidencythe president of segments /
Cosgrove, Kenneth M.

Donald trump and the branding of the American presidencythe president of segments /[electronic resource] :by Kenneth M. Cosgrove. - Cham :Springer International Publishing :2022. - xi, 235 p. :ill., digital ;24 cm.

1. Donald Trump and the Branding of the American Presidency -- 2. The Old Order and Its Discontents -- 3. Segmentation and Trump -- 4. Trump Direct to Consumer -- 5. Trump Race and Class -- 6. The Trump Brand Story: Attract and Repel -- 7. Brand Battle: Omnipresent Trump in Office and Beyond -- 8. The President of Segments.

"Ken Cosgrove has written a masterful and insightful account of the political rise of Donald Trump and his impact on American politics and conservatism. He provides a compelling and readable narrative using the lens of brand politics. He shows how the Trump phenomenon is not necessarily a one-off; this might instead mark a significant transformation of the American presidency. The book does not simply look backwards; it provides insights into current issues. Lessons from the book will shed light on how President Trump has managed the coronavirus crisis, and it is a must-read book in the run-up to the November 2020 election. Long a leading scholar of political marketing, Professor Cosgrove has now established himself as an important analyst of American politics." -Richard Nimijean, Professor, Carleton University, Canada This book argues that Donald Trump's election and Presidency represent the triumph of marketing, branding and segmentation in American politics. An early emphasis on political marketing helped Trump secure the presidency, but his use of marketing sharply limited his presidency. President Trump's political marketing strategy privileged emotion-particularly anger-over policy, constraining his ability to represent all Americans or engage in bipartisan negotiation in Congress. Rather than pushing forward realistic legislation and rallying for bipartisan support, Trump's campaign and presidency focused on providing emotional gratification to his target audience, leading those outside this audience to ultimately feel unrepresented and unsettled, further fracturing the already divided electorate. Donald Trump and the Branding of the American Presidency considers the impact of this new age of political marketing through an extensive analysis of the Trump phenomenon and its implications for future elections. Kenneth M. Cosgrove is Associate Professor in the Department of Government at Suffolk University, USA.

ISBN: 9783030304966$q(electronic bk.)

Standard No.: 10.1007/978-3-030-30496-6doiSubjects--Personal Names:

246364
Trump, Donald,
1946-Subjects--Topical Terms:

742399
Presidents
--Election--United States--2016.Subjects--Geographical Terms:

236377
United States

LC Class. No.: JK526

Dewey Class. No.: 324.9730933

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520 $a "Ken Cosgrove has written a masterful and insightful account of the political rise of Donald Trump and his impact on American politics and conservatism. He provides a compelling and readable narrative using the lens of brand politics. He shows how the Trump phenomenon is not necessarily a one-off; this might instead mark a significant transformation of the American presidency. The book does not simply look backwards; it provides insights into current issues. Lessons from the book will shed light on how President Trump has managed the coronavirus crisis, and it is a must-read book in the run-up to the November 2020 election. Long a leading scholar of political marketing, Professor Cosgrove has now established himself as an important analyst of American politics." -Richard Nimijean, Professor, Carleton University, Canada This book argues that Donald Trump's election and Presidency represent the triumph of marketing, branding and segmentation in American politics. An early emphasis on political marketing helped Trump secure the presidency, but his use of marketing sharply limited his presidency. President Trump's political marketing strategy privileged emotion-particularly anger-over policy, constraining his ability to represent all Americans or engage in bipartisan negotiation in Congress. Rather than pushing forward realistic legislation and rallying for bipartisan support, Trump's campaign and presidency focused on providing emotional gratification to his target audience, leading those outside this audience to ultimately feel unrepresented and unsettled, further fracturing the already divided electorate. Donald Trump and the Branding of the American Presidency considers the impact of this new age of political marketing through an extensive analysis of the Trump phenomenon and its implications for future elections. Kenneth M. Cosgrove is Associate Professor in the Department of Government at Suffolk University, USA.
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