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| Author: | Scammell, M. |
| Title: | The model professionals? Political marketing in the United States and the prospects of Americanization of global campaigning |
| Journal: | Journal of Euromarketing
1999 : VOL. 7:2, p. 67-89 |
| Index terms: | Politics Marketing USA |
| Language: | eng |
| Abstract: | This article focuses on the campaigning knowledge and ideas which underpin U.S. campaigning strategies. It argues that "professionalization", commonly regarded as the hallmark of U.S.-style campaigns, has been overestimated. |
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