A Wall Street Journal bestseller From the author of New Rules of Marketing & PR, a bold guide to converting customer passion into marketing power. How do some brands attract word-of-mouth buzz and radical devotion around products as everyday as car insurance, b2b software, and underwear? They embody the most powerful marketing force in the world: die-hard fans. In this essential book, leading business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, startup founders, nonprofits, and companies big and small to pinpoint which practices separate organizations that flourish from those stuck in stagnation. They lay out a road map for converting customers’ ardor into buying power, pulling one-of-a-kind examples from a wide range of organizations, including: · MeUndies, the subscription company that’s revolutionizing underwear · HeadCount, the nonprofit that registers voters at music concerts · Grain Surfboards, the board-building studio that willingly reveals its trade secrets with customers · Hagerty, the classic-car insurance provider with over 600,000 premier club members · HubSpot, the software company that draws 25,000 attendees to its annual conference For anyone who seeks to harness the force of fandom to revolutionize his or her business, Fanocracy shows the way.

Newspaper publisher and GOP kingmaker Nackey Scripps Loeb headed the Union Leader Corporation, one of the most unusual--and influential--local newspaper companies in the United States. Her unapologetic conservatism and powerful perch in the home of the first-in-the-nation presidential primary elicited fear and respect while her leadership of New Hampshire's Union Leader gave her an outsized role in American politics. In Political Godmother Meg Heckman looks at Loeb's rough-and-tumble political life against the backdrop of the right-wing media landscape of the late twentieth century. Heckman reveals Loeb as a force of nature, more than willing to wield her tremendous clout and able to convince the likes of Pat Buchanan to challenge a sitting president. Although Loeb initially had no interest in the newspaper business, she eventually penned more than a thousand front-page editorials, drew political cartoons, and became a regular on C-SPAN. A fascinating look at power politics in action, Political Godmother reveals how one woman ignited conservatism's transformation of the contemporary Republican Party.

NEW YORK TIMES BESTSELLER "A riveting book."—The Wall Street Journal "Essential reading."—David Brooks, New York Times From a former marine and Yale Law School graduate, a powerful account of growing up in a poor Rust Belt town that offers a broader, probing look at the struggles of America’s white working class Hillbilly Elegy is a passionate and personal analysis of a culture in crisis—that of white working-class Americans. The decline of this group, a demographic of our country that has been slowly disintegrating over forty years, has been reported on with growing frequency and alarm, but has never before been written about as searingly from the inside. J. D. Vance tells the true story of what a social, regional, and class decline feels like when you were born with it hung around your neck. The Vance family story begins hopefully in postwar America. J. D.’s grandparents were “dirt poor and in love,” and moved north from Kentucky’s Appalachia region to Ohio in the hopes of escaping the dreadful poverty around them. They raised a middle-class family, and eventually their grandchild (the author) would graduate from Yale Law School, a conventional marker of their success in achieving generational upward mobility. But as the family saga of Hillbilly Elegy plays out, we learn that this is only the short, superficial version. Vance’s grandparents, aunt, uncle, sister, and, most of all, his mother, struggled profoundly with the demands of their new middle-class life, and were never able to fully escape the legacy of abuse, alcoholism, poverty, and trauma so characteristic of their part of America. Vance piercingly shows how he himself still carries around the demons of their chaotic family history. A deeply moving memoir with its share of humor and vividly colorful figures, Hillbilly Elegy is the story of how upward mobility really feels. And it is an urgent and troubling meditation on the loss of the American dream for a large segment of this country.

The state of New Hampshire has played a pivotal role in Donald Trump's rise. This volume examines how the Granite State incubated Trump's political ambitions as early as the 1988 campaign cycle, how Trump's return to the state in 2014 presaged his 2016 candidacy, and how the state rescued his ambitions after his defeat in the Iowa caucuses. The book also examines how Trump lost the state to Hillary Clinton in the general election, and how the state has in many ways been a microcosm of national politics since Trump's election, as a Republican governor and legislature attempt to pursue their long-deferred agenda in the face of Democratic opposition and as Democrats racked up victories in special and off-year elections. Finally, this book examines what Trump's impact will be on the 2020 presidential primaries.

The state of New Hampshire has played a pivotal role in Donald Trump's rise. This volume examines how the Granite State incubated Trump's political ambitions as early as the 1988 campaign cycle, how Trump's return to the state in 2014 presaged his 2016 candidacy, and how the state rescued his ambitions after his defeat in the Iowa caucuses. The book also examines how Trump lost the state to Hillary Clinton in the general election, and how the state has in many ways been a microcosm of national politics since Trump's election, as a Republican governor and legislature attempt to pursue their long-deferred agenda in the face of Democratic opposition and as Democrats racked up victories in special and off-year elections. Finally, this book examines what Trump's impact will be on the 2020 presidential primaries.

A New York Times and #1 Wall Street Journal Bestseller, this book offers the ultimate behind-the-scenes account of how Donald Trump, an extraordinary candidate, became President of the United States and why that matters today. Donald Trump’s startling rise to the White House is the greatest political tale in the history of our republic. Much has been written about this once-in-a-millennial event but all of those words come from authors outside the orbit of Donald Trump. Now, for the first time, comes the inside story. Written by the guys in the room—two of Trump's closest campaign advisors—Let Trump Be Trump is the eyewitness account of the stories behind the headlines. From the Access Hollywood recording and the Clinton accusers, to Paul Manafort, to the last-moment comeback and a victory that reads like something out of the best suspense novel, Let Trump Be Trump pulls back the curtain on a drama that has mesmerized the whole world-including the palace intrigues of the Mooch, Spicer, Preibus, Bannon, and more. By turns hilarious and intimate, Let Trump Be Trump also offers a view of Donald Trump like you've never seen him, the man whose success in business was built not only on great skill but on loyal relationships and who developed the strongest of bonds with the band of outsiders and idealists who became his team because they believed in him and his message. Written by Trump's campaign manager, the fiery Corey Lewandowski, and Dave Bossie, the consummate political pro and the plaintiff in the famous Citizens United Supreme Court case who helped steer the last critical months of the Trump campaign, Let Trump Be Trump is destined to be the seminal book about the Trump campaign and presidency.

The Founding Fathers who drafted the United States Constitution in 1787 distrusted political parties, popular democracy, centralized government, and a strong executive office. Yet the country's national politics have historically included all those features. In American Political History: A Very Short Introduction, Donald Critchlow takes on this contradiction between original theory and actual practice. This brief, accessible book explores the nature of the two-party system, key turning points in American political history, representative presidential and congressional elections, struggles to expand the electorate, and critical social protest and third-party movements. The volume emphasizes the continuity of a liberal tradition challenged by partisan divide, war, and periodic economic turmoil. American Political History: A Very Short Introduction explores the emergence of a democratic political culture within a republican form of government, showing the mobilization and extension of the mass electorate over the lifespan of the country. In a nation characterized by great racial, ethnic, and religious diversity, American democracy has proven extraordinarily durable. Individual parties have risen and fallen, but the dominance of the two-party system persists. Fierce debates over the meaning of the U.S. Constitution have created profound divisions within the parties and among voters, but a belief in the importance of constitutional order persists among political leaders and voters. Americans have been deeply divided about the extent of federal power, slavery, the meaning of citizenship, immigration policy, civil rights, and a range of economic, financial, and social policies. New immigrants, racial minorities, and women have joined the electorate and the debates. But American political history, with its deep social divisions, bellicose rhetoric, and antagonistic partisanship provides valuable lessons about the meaning and viability of democracy in the early 21st century. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.