ABSTRACT
Earlier theories of political marketing originated, to a large degree, from theories of marketing developed for the consumer goods market (Kotler 1975; Reid 1988; Shama 1975; Wring 1997). However, in the course of time, important differences have emerged between the practice and ef- ciency of marketing theories used for political and economic purposes. Political marketing, to a larger and larger extent, drew from such disciplines as sociology, political sciences, or psychology (Cwalina et al. 2008; Lees-Marshment 2003; Scammell 1999). That leads to dening political marketing as a separate branch of science, with its own subject matter and methodology of research (Lock and Harris 1996; Newman 1994).
