ABSTRACT
Efficient political systems in democratic countries are based on the same free market principles utilized in large economic corporations as well as small companies. In recent years, understanding the importance of these principles has led politicians to become increasingly pragmatic and sensitive to voters’ needs and the social atmosphere and to put less emphasis on their own political views. It is the voters who decide whether a politician or party will remain on the political stage and whether a new political star will be born. Politicians have realized that winning parliamentary or presidential elections without marketing is nearly impossible. Although initially voter and political behavior methodology was adopted from such areas as consumer behavior and marketing strategies, at present, an independent discipline seems to be emerging—namely political marketing (Lock and Harris 1996; Newman 1994).
