“For decades political campaigns have tried to emulate the marketing principles and techniques of forward-thinking commercial enterprises. And for decades, campaigns have always been slow to catch up and implement these ideas. But that all changed with the Obama campaigns of 2008 and 2012. In an incisive, illuminating study, Bruce Newman, the dean of political marketing academicians, writes about the paradigm shift in marketing, with the Obama Model offering both commercial and political enterprises valuable lessons on waging a successful campaign. A timely read; highly recommended.”

Dennis W. Johnson, professor emeritus, George Washington University, and author of Political Consultants and American Elections

“Many have addressed ‘what happened’ when analyzing American presidential campaigns, but Newman takes it further to explain the ‘why’ and ‘how.’ He reveals the innovations and strategies that have propelled political marketing to a sophisticated level that has Madison Avenues struggling to emulate.”

Tom Edmonds, past president of the American Association of Political Consultants and the International Association of Political Consultants

“If you are in business, you should read this book. If you are in political campaign management, you should read this book. If you are in nonprofit management, you should read this book. It illuminates new marketing strategies that can be used in all three arenas.”

Rick Ridder, political consultant and professor, University of Denver