Political marketing, with reference to Bosnia and Herzegovina
Political marketing, with reference to Bosnia and Herzegovina

Summary/Abstract: With the abolition of the one-party system and the introduction of a multi-party political system, there were preconditions created for the emergence of a political market, at which political parties compete, i.e. a kind of market competition, to win as much political participation at the market as possible. In such circumstances, there is a need for a marketing approach in politics that helps in more efficient and effective “political” sales. The political market consists of political actors - as elements on the side of sales, and the electorate as an element on the side of the demand. In such conditions, politics uses the existing, developed methods and techniques of commercial marketing, during the process of “selling” politicians and political parties on the political market. Over time, the concept of political marketing was introduced. Political marketing is the overall content of the operations of political parties through their activities, which are manifested through seeking the answers to the following questions: how do voters choose? what influences their commitment? and how can the electorate be acted upon? The application of political marketing in Bosnia and Herzegovina is still far below the required level, but there is an evident increase in the application of political marketing.

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