List of Figures.
List of Tables.
Part I The rise of modern political communication.
1 Birth and rise of political marketing in the United States.
Part II The foundations of modern political marketing.
2 Political marketing: a global approach.
3 The means of analysis and information.
Part III Political marketing tools.
4 The traditional tools.
5 Audiovisual tools.
6 Direct marketing methods.
7 The growing importance of the Internet.
Part IV The actual running of election campaigns.
8 Structure and organization of the campaign.
9 The particularities of local campaigns.
Conclusion: how to use this book .
Appendix 1: Memorandum of Understanding between the Bush and Kerry Campaigns for the 2004 Televised Debates (extract).
Appendix 2: Internet "Final Rules" decided by the Federal Elections Commission, March 27, 2006.