Personalizacija politike i imidž političkih lidera kao ključna komponent političkog marketinga u izbornoj kampanji
Political personalization and the image of political leaders as a key component of political marketing in the electoral campaign

Summary/Abstract: Research of electoral campaign and factors which have impact on voters decision represents actual and dinamic researching problem, because elections are fundamental democratic process. Main goal is to represent growing impact of candidates image and theirs individual characteristics which are key in making voters electoral decisions. Result of survey, by using relevant scientific methods should confirm basic hipothesys that image of political leaders is a key determinant in creating electoral decision in electoral campaign.

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