Spin: How Politics Has the Power to Turn Marketing on Its Head

Clive Veroni. House of Anansi Press (PGWest, U.S. dist.; HarperCollins Canada, Canadian dist.), $16.95 trade paper (320p) ISBN 978-1-77089-317-7
Veroni is a marketing strategist, who worked on ad campaigns for companies such as IBM and Apple before launching his own consulting firm, and in this exceptionally well-written and entertaining book, he explains how political strategists are reshaping public opinion through the use of big data, sophisticated computer modelling and smart manipulation of social media. Framing the right question, wedge politics, inspirational team building and scenario planning are techniques that have been used extensively to influence voters. Following in political operatives' footsteps, marketers are now adopting similar strategies to influence consumers' choices and strengthen their brands. Social media, open branding, individualized marketing and crowd-sourcing are helping companies develop products, deliver messages to consumers. The author also provides a compelling argument for reinventing marketing teams to exploit events and expose brands to captive audiences in innovative ways. Techniques featured in the book are supported by well-known business examples, political events and marketing stories that are highly relevant, powerful and entertaining, effectively reinforcing how companies and political strategists influence voters and consumers alike. Delightfully captivating and riveting, this is a must-read for marketers and political strategists and is highly recommended for all consumers. (Nov.)
Reviewed on: 11/10/2014
Release date: 11/01/2014
Genre: Nonfiction
Discover what to read next
TIP SHEET
MORE BOOKS YOU'D LIKE
X
X