Reinforcing Lessons for Business from the Marketing Revolution in U.S. Presidential Politics: A Strategic Triad
本文研究了美国总统大选中的营销技术如何被商业领域借鉴，提出了一个整合大数据、微目标定位和社交媒体的战略三元组，帮助营销高管更有效地建立品牌忠诚度和抵御竞争。
ABSTRACT The role of marketing in presidential politics in the United States has introduced lessons for marketing executives on how to more effectively build up brand loyalty and fend off competition. The same technological breakthroughs in marketing that have powered corporate America were used by the Obama presidential campaigns in both 2008 and 2012 to microtarget potential donors and voters, carry out massive fund‐raising campaigns, and energize a base of citizens through newly minted movements at a level of sophistication not witnessed previously in other sectors. The same techniques continued to be used in the 2016 presidential campaign, and the paradigm shift in marketing put forward in this article is represented with the introduction of a Strategic Triad that integrates the use of Big Data, microtargeting, and social media by organizations in the political, for‐profit, and nonprofit sectors.