It's analysed the main stages in the development of political marketing as theory and practice of modern political process in a democratic society, which shows the leading role of Western, especially American, scientists. At the moment, the scientific analysis clearly separate the two directions of the development of political marketing - theoretical and practical. Analysis of Ukrainian reality shows that political marketing is a topical subject of Ukrainian scientists researches, especially young ones. Political practice has experience in the use of technology in the practice of political marketing campaign, shaping the image of political leaders and the state as a whole, although, according to experts, the market of political consulting is not developed, and the political marketing is perceived negatively by population.

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