Since the 1970s, the most critical factor in American presidential campaigns has not been candidate qualifications, name recognition, financial backing or the burning issues of the day. As important as these may be, the hallmark of successful campaigns over the last 50 years has been effective campaign strategy, usually led by effective campaign managers. Their skills have helped defeat candidates with superior qualifications and achieve success under unfavorable campaign odds. Donald Trump offers a rare example of a self-strategized campaign. Prior to his campaign announcement in June 2015, Trump had no public service experience and only about 4 percent approval in popular polls.
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