Yakovleva Y. Marketing means of the political leader's image formation in the transformational society: the political science analysis.

The object is organizing and planning component of political and communication activity of the political leaders of a modernity. The aim is the deployment and substantiation the importance of marketing means of the political leader's image formation in the transformational society. The methods are structurally functional, comparative, system approach, social and cultural approach. It is determined the main direction of political marketing's influence on efficiency of political leaders activity. The specific content of marketing technologies in modern political system is described. The structure of political marketing means concepts, political image, the political market of transforming society is established and described. The conceptual circuit of marketing means' application in politics is proved. The basic models of pre-marketing period political leaders' behavior are determined. In the research work the analysis of change of the theoretical meaning of political marketing technologies is carried outdepending on results of their application in a concrete society (by the example of Poland). Resources of optimization and correction of transformational societies' political leader image are determined. On the basis of research outcomes the conclusions are made and the practical guidelines are formulated. The spheres of use are training courses and political activity.