| Acknowledgements | 第1-3页 |
| Abstract | 第3-4页 |
| 摘要 | 第4-7页 |
| List of Tables | 第7-8页 |
| Introduction | 第8-11页 |
| Chapter 1 Political Marketing: Development, Definitions and Concepts | 第11-29页 |
| ·The Rise of Political Marketing and the Development of Political Marketing Studies | 第11-16页 |
| ·Forces behind the Rise of Political Marketing | 第12-15页 |
| ·The Development of Political Marketing and Political Marketing Studies | 第15-16页 |
| ·The Ideas of Political Marketing | 第16-29页 |
| ·Political Marketing: The Marriage of Politics and Marketing? | 第17-18页 |
| ·Definition: What is Political Marketing? | 第18-22页 |
| ·Concept: the Philosophy in Political Marketing | 第22-26页 |
| ·Political Marketing Strategies and Marketing Mix | 第26-29页 |
| Chapter 2 The Application of Political Marketing in the 2012 U.S. Presidential Campaign | 第29-43页 |
| ·Campaign Background | 第29-32页 |
| ·A Barely Satisfactory President vs. A Strong Rival | 第29-31页 |
| ·Two Macro-factors Mattering to Strategy Identification | 第31-32页 |
| ·The Selling of the Candidate | 第32-38页 |
| ·Obama’s Political Marketing Strategies in 2012 | 第33-34页 |
| ·Obama’s Key Marketing Measures | 第34-37页 |
| ·Romney’s Unsuccessful Political Marketing Strategies | 第37-38页 |
| ·The 2012 Presidential Campaign: Consumer Orientation or Marketing Orientation? | 第38-40页 |
| ·Obama: The Right Choice or Not | 第40-43页 |
| Chapter 3 Political Marketing: Contradiction, Trend and Suggestions | 第43-51页 |
| ·The Contradiction within Political Marketing | 第43-47页 |
| ·The Merits of Political Marketing | 第43-45页 |
| ·The Demerits of Political Marketing | 第45-47页 |
| ·The Root Cause of the Problems in the Current Political Marketing | 第47-49页 |
| ·The Gap between Political Marketing Practices and Political Marketing Studies | 第47-48页 |
| ·The Lack of Sufficient Regulation on Political Marketing | 第48-49页 |
| ·Future Development: Would Political Marketing Decline? | 第49-51页 |
| Conclusion | 第51-52页 |
| Bibliography | 第52-55页 |
| 附件 | 第55页 |
