Political Marketing in the 2016 U.S. Presidential Election

In this review of Political Marketing in the 2016 U.S. Presidential Election, the reviewer finds an informed, scholarly edited collection that is best suited to researchers, graduate students and political strategists who want a focused analysis of that disruptive campaign cycle. The book's single biggest reason to buy is its concentrated examination of the marketing and branding tactics used by candidates and parties during a highly unusual election, offering explanations that challenge conventional political marketing theory. It reads like a research-focused assessment rather than a general narrative of events.

Key Features

• Edited collection: Brings multiple academic perspectives together to trace how campaign branding and messaging diverged from conventional practice in 2016.
• Focus on disruption: Explains why candidates such as Donald Trump and Bernie Sanders appeared to upend established expectations about electability and presidential image.
• Theoretical challenge: Calls for new explanations and discussion, prompting readers to reconsider mainstream political marketing theory and practice.
• Comparative insight: Looks across party lines to show how both major parties employed distinctive marketing strategies during a time of political upheaval.
• Historical context: Situates 2016 within broader trends so readers can see implications for future campaigns and practitioner decisions.

Who It's For

This volume is aimed at academics in political communication, marketing scholars, graduate students and campaign professionals who need a rigorous, research-led account of marketing strategies in the 2016 U.S. Presidential Election. Its edited format makes it useful for seminar reading lists and comparative studies.

Readers seeking a fast-paced journalistic narrative, a candidate biography, or a general-interest overview of the entire election night should look elsewhere; this book prioritizes analysis and theoretical implications over a blow-by-blow storytelling approach.

Pros & Cons

Pros

• Provides a concentrated, scholarly look at political marketing practices that challenged orthodox campaign advice.
• Includes multiple contributors, offering varied analytical angles and comparative insights across parties.
• Useful for stimulating debate about how marketing theory should adapt to upheaval in electoral politics.

Cons

• The edited, academic tone means it is not a quick read for casual readers seeking narrative or anecdote.

Specifications

Title	Political Marketing in the 2016 U.S. Presidential Election
Series	Palgrave Studies in Political Marketing and Management
Editor/Author	Jamie Gillies
Subject focus	Political marketing, campaign branding, 2016 U.S. election
Type of work	Edited academic collection
Target readers	Researchers, students, campaign professionals

Our Verdict

This edited collection is a valuable, theory-driven resource for anyone studying political communication or campaign strategy who wants to understand why the 2016 election challenged conventional marketing wisdom. It is good value for academics and practitioners seeking analytical depth rather than a popular narrative, and it successfully prompts further discussion about adapting marketing theory to turbulent political contexts.

Frequently Asked Questions

Does this book focus on specific candidates?
Yes; it pays particular attention to how figures such as Donald Trump and Bernie Sanders influenced conventional political marketing assumptions.

Is this suitable for undergraduate coursework?
Advanced undergraduates with a strong interest in political marketing may find it useful, but it is best suited to graduate seminars and specialist courses.

Is the tone academic or journalistic?
The tone is academic and analytical, reflecting the edited collection format and emphasis on theory and implications.