Approaching the Processes of Political Communication from a Marketing Perspective

Abstract

This paper presents the most important concepts of political communication from a marketing perspective, starting with the definition of political communication and continuing with an overview of the political communication mix. The purpose of the paper is to clarify a few key- concepts and to identify the perspective of the political marketing specialists. The paper concludes that the efficiency of a political communication process consists in choosing an appropriate mix of means of communication in order to transmit the same message in one voice.