Likarchuk N. Political Marketing: Theoretical and Applied Aspects.

The thesis is an complex study of political marketing as of a new complex theory and political practice. It contains the detailed analysis of approaches to interpretation of the subject field of political marketing. It also indicates the extended structure of its subject area that offers the classification of political marketing types into, particularly, electoral, public and global marketing. The basic categories of political marketing are determined, including exchange and political capital. The formation of a marketing mix complex is characterized which includes: a political product, price (value), promotion place and methods. The development of local markets is studied and standard marketing procedures are analyzed: segmentation of political space and positioning of political objects.