On January 16, 2007, Barack Obama announced to his supporters that he would seek the presidency of the United States. On November 4, 2008 he achieved that dream. Who could have predicted the meteoric rise of the relatively unknown Junior Senator from Illinois to become the first African American elected President of the United States? Entering a crowded Democratic field against entrenched competition, how was Barack Obama able win his party's nomination and dominate the general election? While many are curious as to how Barack Obama was able to accomplish his victory in such short order, the answers are there for the taking. There really is no magic to what he did, but if you don't know what to look for it may seem like that! Barack Obama used classic and modern marketing principles to elevate his brand above the crowd to win. Following these principles, you can as well. Gary Kaskowitz, MBA, PhD, is an Associate Professor of Management at Moravian College in Bethlehem, PA....

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