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Index
Cover Half Title Acknowledgements Title Page Copyright Page Contents Preface Acknowledgments Table List Illustration List Sidebar List 1 Losing and Winning The Craft and Science of Political Campaigns 2 Political Math How Campaigns Matter 3 Political Historian and Data Scientist Charting a Path to Victory through Information and Analysis 4 Entrepreneur and Chief Financial Officer Launching and Sustaining the Campaign 5 Team Builder Embracing the Personal Side of Politics 6 Ideologist and Policy Wonk Standing for Something 7 Marketing Maven Reaching the Campaign’s Target Audiences 8 Producer and Stage Manager Creating and Presenting the Campaign’s Messages 9 Spinmeister Navigating the News Landscape 10 Field General Waging the War on the Ground 11 Strategy Enforcer Keeping a Day-to-Day Focus on the Long-Term Path to Victory 12 Candidate Caretaker and Confidant Handling Details and Building Trust Appendix1 The Rise of the Campaign Webheads Appendix B Bubble Charts: How Campaigns Use Consumer Research Data to Understand Voters Appendix C A Case Study Exercise in Campaign Media Planning Appendix D A Case Study in Crisis Management Index About the Authors
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