TY  - BOOK
AU  - Shea,Daniel M.
TI  - Campaign craft: the strategies, tactics, and art of political campaign management 
SN  - 0275954595
AV  - P 95.8 P897ca 1996
U1  - 324.70973 
PY  - 1996///
CY  - Westport, Conn.
PB  - Praeger
KW  - Campañas
KW  - Estados Unidos
KW  - Partidos políticos
KW  - Campaign management
KW  - United States
KW  - Política y gobierno
N1  - Includes bibliographical references (p. [253]-259) and index
N2  - Introduction : The contempory campaign craft, 3. -- The importance of a campaign plan, 17. -- The lay of the land : Undestanding the campaign context, 27. -- The campaign context, 27. -- Demographic research : The theory if aggregate inference, 53. -- Prior electoral targeting, 71. --     Opposition research : Let's look at the record, 91. -- Strategic thinking, 121. -- How to become a wise consumer of campaign polling, 121. -- Developing a campaign theme, 147. -- Devising a campaign strategy, 157. -- Voter contact techniques, 177. -- Fund - raising strategy, tactics, and tips, 177. -- Paid media, 201. -- The advantages and perils of Earned media, 219. -- Returning to the grassroots, 239
ER  -