POLITICAL MARKET AS VARIABLE OF POLITICAL MARKETING

Abstract

In order to completely understand concept of this paper I would like to stress that my aim was to elaborate “political market as variable of political marketing” in a way that will define the role of political marketing in the society by drawing a parallel with the traditional (basic marketing) only because the political marketing as a scientific discipline emerged from the theory of basic marketing. The position that political market takes within the political marketing is defined, by stressing political marketing in the context of electoral- political public, research of political market, its segmentation, positioning of a political product and communication between political candidate and political public. Political marketing is a comprehensive and complex process that encompasses: research of the market; creation of personal political product and its adaptation to political market; systematic process of action on political market through means of political communication, with the final aim to accept and support certain political product in the shape of a political idea or program.