№ 3 - 2010
Nedyak I.L.
Political Marketing

The article examines political marketing as cross-disciplinary approach to analyzing political activity. It surveys the ontological, epistemological and methodological issues in the mainstream of political marketing literature. It focuses on political marketing concept development, theory building blocks, research schools and research agenda. It also outlines a political marketing theory of strategic party goals through an investigation of the concept political party market orientation.