POLITICAL MARKETING: HISTORY OF FORMATION, CONCEPTS, DEFINITIONS

The topicality of this article is caused by the high abundance of political marketing in political practice, the lack of study of this phenomenon in the political theory. The purpose of this article is to study the history of political marketing formation by means of political analysis, to identify its essential characteristics within the framework of variable concepts. Thus, the author, in particular, has revealed that the phenomenon, which now is commonly called the political marketing, - is, most likely, a British invention dated 1920, when the methods and ways of commercial marketing were introduced into the political sphere of the system of public relations. The author gives prominence to the so-called solidarity model among the concepts of political marketing, representing this type of marketing as a means of integration of various group and individual interests to achieve the common good. Based on this approach, the political market is the sphere of interaction between different political forces, allowing them to develop common political attitudes and values through the mechanism of political supply and demand. The author convincingly argues that the concept of political marketing is multifaceted. And this, in turn, determines the formation and development of at least four concepts of political marketing, namely: - improvement of political production/product; - intensification of political efforts; - authentic political marketing; - socially responsible political marketing.

marketing, political marketing, elector, image, candidate, competition, manipulation, party, politician, program, product