POLITICAL MARKET AS VARIABLE OF POLITICAL MARKETING

In order to completely understandconcept of this paper I would like to stress that myaim was to elaborate “political market as variableof political marketing” in a way that will define therole of political marketing in the society by drawinga parallel with the traditional (basic marketing)only because the political marketing as a scientificdiscipline emerged from the theory of basicmarketing. The position that political market takeswithin the political marketing is defined, bystressing political marketing in the context ofelectoral- political public, research of politicalmarket, its segmentation, positioning of a politicalproduct and communication between politicalcandidate and political public.Political marketing is a comprehensive andcomplex process that encompasses: research of themarket; creation of personal political product andits adaptation to political market; systematicprocess of action on political market throughmeans of political communication, with the finalaim to accept and support certain political productin the shape of a political idea or program.