by José Luis Sanchis · Espasa · tapa blanda · ISBN 9788423977352
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«Cómo se gana el poder» is the political essay by José Luis Sanchis, published by Espasa in paperback (404 pages, in Spanish).
The book explains the organisation of electoral campaigns and the craft of the image consultant, with the first elections in Spain as a reference. It analyses how to identify a party's potential voters and secure their vote, as well as the role of leadership, advertising, communication and propaganda on television, radio, press and posters.
From the Espasa Hoy collection. With a prologue by Manuel Fraga Iribarne. Published in Madrid in May 1996.
For readers interested in political analysis, public communication and how electoral campaigns work in Spain.
