The Frank McKenna Centre for Communications and Public Policy and the Office of Research Services invite you to celebrate the publication of Political Marketing in the 2016 U.S. Presidential Election by Dr. Jamie Gillies.

The launch will take place Friday, October 20 at 2:30 pm in the Brian Mulroney Hall Rotunda.

Most observers were quite surprised when Donald Trump won the 2016 U.S. presidential election. But there were a number of tell-tale signs that this had a distinct possibility of happening long before the bizarre events of the general election. 

This edited collection assembled by Dr. Gillies considers why this election was so unusual from a political marketing perspective, calling for new explanations and discussions about its implications for mainstream political marketing theory and practice. Contributors to the collection are from universities in the United States, Canada and New Zealand.

At a time of political upheaval, candidates from both parties – Donald Trump and Bernie Sanders in particular – appear to have overturned the conventional wisdom that has hitherto dominated U.S. politics:  that candidates should appear ‘presidential’, be politically experienced and qualified to run for office, and avoid controversial and politically incorrect positions.

This collection of essays, introduced by Dr. Gillies, presents scholarly perspectives and research with practitioner-relatable content on practices and discourses that look specifically at the Trump, Clinton, and Sanders campaigns and how they took current understandings of political marketing and branding in new directions.  In the collection, Dr. Gillies also wrote essays on the marketing of Bernie Sanders and democratic socialism and insights for future political marketing practices.

The book is part of the series Palgrave Studies in Political Marketing and Management.