The “marketing party” as a model for the development of contemporary political parties
The “marketing party” as a model for the development of contemporary political parties

Summary/Abstract: This article discusses one model type of political party – the idea of a “marketing party”. The term marketing party (based on the model of a market-oriented party) applies to newly rising parties offering a political product characterized by flexibility and readiness to adjust to the changing expectations of voters. Marketing parties should be understood as a product, designed to answer voter expectations, and appropriately modified to them – in this way marketing parties make profound use of marketing theories. The following text aims to assess the extent to which the establishment of a marketing party model is necessary, and to test the degree to which this model might be adequate for the political entities present today. This paper also tries to explain the consequences of the marketing concept of political parties, and the way this concept influences people’s understanding of the political environment. Another question is whether this tendency represents an opportunity for the renewal of modern democracy.

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