Rudenko A. The technologies of political marketing in the activities of political parties in Ukraine

The object of research is the party system of Ukraine; The goal is to reveal the patterns of development of political marketing in Ukraine and the specific use of marketing technologies in the activities of political parties; Methods: systematic, method "case study", structural and functional, institutional and neoinstitutional, comparative and others. For the first time it was pointed out the expediency of combining the foundations of general marketing and the postmodernist concept of J. Baudrillard; Is indicated on the divergence of the content of scientific categories: "marketing technologies of a political party" and "technology of political marketing that political parties use"; "party goods" and "party brand"; The dependence of the dynamics of the development of political marketing technologies in the activity of political parties on the correlation between the type of party system, electoral legislation and the polarization of Ukrainian society is proved. The results of the research can be useful for parties in political and political life, they are used in training courses on electoral technologies and political marketing, political image-making and branding. The formulated conclusions and recommendations are implemented in the activities of two local party cells, a public organization, a people's deputy, are used in the educational process of Vasyl' Stus Donetsk National University