Swinging the mandate: developing and managing a winning campaign

Abstract

'Swinging the Mandate' is a first-of-its-kind book on political campaign management in India. Prof Dheeraj Sharma and Narayan Singh Rao discuss how sophisticated campaign management strategies have been utilized in recent elections in India. The book offers excellent case studies from the historic general elections of 2014 and the landslide victory of AAP in the 2015 Delhi elections. It also gives examples of some hard-fought elections in Europe and North America to demonstrate increasing use of principles of marketing and management in campaign management.