Les Enjeux Du Marketing Électoral Pendant Les Présidentielles 2012
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Pour recueillir le plus grand nombre de scrutins, les candidats aux élections présidentielles sont amenés à établir des stratégies de fond, mais également de forme. C'est ainsi qu'ils ont développé un ensemble de techniques de communication stratégiques que l'on appelle aujourd'hui le marketing politique. Cet ouvrage décrypte les stratégies marketing des deux candidats favoris à l'élection présidentielle française de 2012. François Hollande et Nicolas Sarkozy ont fait appel à des professionnels de la publicité, appelés les "spins doctors," qui leur ont construit de véritables stratégies de communication. 2012 a marqué un véritable tournant dans l'histoire du marketing politique français par l'utilisation d'un nouvel outil: le web 2.0 et les réseaux sociaux, qui bouleversent totalement les codes. Ce nouvel outil offre une viralité et une interactivité sans précédent. Cela impacte fortement une communication politique très encadrée par un dispositif juridique laissant encore trop peu de place à l'innovation.
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