Reddit reviews The Victory Lab: The Secret Science of Winning Campaigns
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Broadway Books
Here is a much more relevant and practical book.
I strongly suggest that you read The Victory Lab. The book goes into great detail how elections work and how the money is spent.
One thing that Obama showed was that TV ad buys don't mean all that much but instead micro targeted voter outreach is far more effective. By figuring out exactly who is more likely to vote for you and then contacting them in face to face canvassing efforts you are far more likely to get them to turn out. The volunteer canvassers will inform these likely supporters how to register if they are unregistered, where and when they can vote, what they need to bring to vote, help organize transportation if necessary, and motivate them to vote.
One thing that is also extremely important is that general elections aren't primaries. Primaries are largely persuasion games rather than voters outreach, and that is where Trump succeeded. The general election is filled with lots of people who are already decided as our country is so polarized, so increasing voter turnout among those who like you is extremely important.
Here is a short reading list that should give you the essentials:
Some of these will read like stories, others are more academic in nature. There is both Canadian and American material included. overall, you should get a pretty good impression of how political campaigns are planned and how they actually roll out.