@inbook{a14daf953fc1407f80dedadb13abacde,
title = "Trump{\textquoteright}s Marketing Strategy and Communication in Government and the 2020 Election: Failing to Adjust to the White House and Governing",
abstract = "Once in office, it would have been strategically wise for US President Donald Trump to deliver on his promises, as well as stay in touch with—and offer a new product offering that appealed to—the US public at large. Instead, Trump focused on further division through a promise to fight cultural change coming from Democratic-run parts of the country. Trump was also ill-disciplined in his communication, focusing more on personal grievances than the qualities expected of governing leaders during a crisis like the COVID-19 pandemic. This chapter highlights Trump{\textquoteright}s actions and communication during his time in office and in the lead up to the 2020 Presidential Election against two political marketing theories: the Market-oriented Party Strategy and Contemporary Governing Leaders{\textquoteright} Communication models.",
keywords = "Strategy, Communication, Delivery, Responsiveness, Leadership",
author = "Edward Elder and Jennifer Lees-Marshment",
note = "Copyright: {\textcopyright} The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.",
year = "2022",
doi = "10.1007/978-3-030-86559-7_5",
language = "English",
isbn = "9783030865580",
series = "Palgrave Studies in Political Marketing and Management ",
publisher = "Palgrave Macmillan",
pages = "65--81",
editor = "Jamie Gillies",
booktitle = "Political Marketing in the 2020 U.S. Presidential Election",
edition = "1",
}