Trump’s Marketing Strategy and Communication in Government and the 2020 Election: Failing to Adjust to the White House and Governing

Edward Elder (Lead / Corresponding author), Jennifer Lees-Marshment

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

    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’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’ Communication models.
    Original languageEnglish
    Title of host publicationPolitical Marketing in the 2020 U.S. Presidential Election
    EditorsJamie Gillies
    Place of PublicationSwitzerland
    PublisherPalgrave Macmillan
    Chapter5
    Pages65-81
    Number of pages17
    Edition1
    ISBN (Electronic)9783030865597
    ISBN (Print)9783030865580
    DOIs
    Publication statusPublished - 2022

    Publication series

    NamePalgrave Studies in Political Marketing and Management
    ISSN (Print)2946-2614
    ISSN (Electronic)2946-2622

    Keywords

    • Strategy
    • Communication
    • Delivery
    • Responsiveness
    • Leadership

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