Aug 08, 2011

CNU Professors Explore Political Marketing Strategies in Book

(Newport News, Va.) – Dr. Lisa Spiller, professor of marketing in the Joseph W. Luter, III School of Business and Dr. Jeff Bergner, longtime political practitioner and visiting professor of Leadership and American Studies at CNU, have co-authored a book titled Branding The Candidate: Marketing Strategies to Win Your Vote. The book was written to empower voters to become sharper, more informed political consumers and closely studies political marketing strategies - especially those used by the Obama 2008 presidential campaign - which took political marketing to a new level of sophistication.

Branding the CandidateThe book has been endorsed by people on both sides of the political aisle, including Dr. Larry Sabato, Director of the University of Virginia Center for Politics; Normal Ornstein, Resident Scholar with the American Enterprise Institute for Public Policy Research; William Kristol, Editor of The Weekly Standard; Jonah Gitlitz, Retired President/CEO of the Direct Marketing Association; and Paul Trible, President of CNU and former U.S. Senator. According to President Trible, "This book, a unique collaboration between the business marketing and political worlds, is right where theory and practice meet. It is a must-read for every citizen who is targeted by today's sophisticated political marketing techniques."

The authors will discuss their book on Thursday, October 6, 2011, at 4 p.m. in the Blechman Room of CNU's Trible Library.  A book signing and reception will follow.  For more information on this event, contact Mary Sellen, University Librarian, at (757) 594.7130.

Branding The Candidate: Marketing Strategies to Win Your Vote was published by Praeger on July 31, 2011 as part of the Praeger Series in Political Communication, and is available online at Amazon, Barnes and Noble and the publisher's website. Visit to obtain more information about the book. For more information, contact Dr. Lisa Spiller at

A four-year public university in Newport News, Virginia, Christopher Newport University enrolls 5,000 students in rigorous academic programs in the liberal arts and sciences through the College of Arts and Humanities, the College of Natural and Behavioral Sciences, and the College of Social Sciences, including the Luter School of Business. CNU offers great teaching and small class sizes with an emphasis on leadership, civic engagement and honor.

Media Contact:
Lori Jacobs
Director of Public Relations

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