The wisdom of political marketing consultants from around the world and scholars who study the subject has been gathered together into a new "Handbook for Political Marketing" compiled by a DePaul University professor.

"This handbook brings together the cutting-edge thinking of academics and political professionals who are experts in related fields that fall under the umbrella of political marketing," said DePaul Associate Professor of Marketing Bruce I. Newman, who edited the book. "Consultants and scholars from nine different countries contributed chapters that provide a state-of-the-art review of the role of marketing in political campaigns. Although each of these countries operates in a different political system, the common thread in all of them is the similarity in their use of political marketing."

Issued by Sage Publishing, the book covers the history of political marketing, execution and management of political campaigns, polling and voter research, communication strategy and the affect political marketing has on democracy. Campaign and issue marketing in the United States, United Kingdom and Europe are examined and compared, with consultants for the campaigns of U.S. President Bill Clinton, British Prime Minister Tony Blair, German Chancellor Gerhard Schroder and former Polish President Lech Walesa contributing. The book also explores the future of political marketing in the new millennium and how U.S. marketing tactics are traveling across borders.

Newman, a national expert on political marketing and voter behavior, contributed a chapter called "A Predictive Model of Voter Behavior: The Repositioning of Bill Clinton." In it, Newman details research he conducted as a former communication advisor to top Clinton White House officials for 15 months beginning in March 1995.

Newman was invited to participate in the formulation of Clinton’s communication strategy because of his 1994 book, "The Marketing of the President," one of five he has authored. He conducted market research on the president’s image, sharing the results with then White House Press Secretary George Stephanopoulos, White House Chief of Staff Erskin Bowles and other top communication advisors.

Through his research, Newman identified the loss of the American Dream as a major issue for voters in the 1996 election. He used sophisticated market research techniques to analyze how key voter segments felt about the American Dream, Clinton and his possible election opponents, Bob Dole and Colin Powell. Based on the results, Clinton subsequently incorporated restoring the American Dream as a theme in his January 1996 State of the Union message and his re-election campaign.

"Even though the American Dream for many people had fizzled, they still needed to know that it is possible for their children," Newman said. "It was through this emotional connection between voters and their children that the president was able to connect with voters of all persuasions. His vision, centering on the ‘age of opportunity,’ was based on the perception that he would be able to make the American Dream possible for voters if he were re-elected." Although the voting segments studied had slightly different definitions of the American Dream, the message allowed Clinton to reach out successfully to a wide variety of voters regardless of party affiliation, Newman said.

"It has become nearly impossible for any political campaign to succeed without marketing," Newman said. "This book provides a review of the power of political marketing today as described by the people who are successfully using it in campaigns across the world. It is my hope that it will become an invaluable guide for politicians, lobbyists, political action committees, interest groups, consultants, pollsters, strategists, direct marketing experts or any observer interested in politics in the new millennium."