Politika je aktivnost kroz koju se definiraju pravila življenja unutar jedne zajednice. U demokratskim društvima, kroz izborne političke kampanje građanima se daje mogućnost odlučivanja tko će obnašati funkcije vlasti i donositi odluke o njihovim općim potrebama. Kako bi građani napravili što bolji izbor, u prvom redu je potrebno upoznati građane s političkim strankama i političkim kandidatima koji se nude na političkom ‘’tržištu’’. U modernoj povijesti političkih kampanja to se postiže primjenom marketinga. U ovom slučaju političkog marketinga. Marketing i u politici predstavlja sveobuhvatan i kompleksan proces istraživanja tržišta, kreiranje vlastitog političkog proizvoda, njegovo prilagođavanje tržištu i sustavni proces djelovanja na tržište. S obzirom na to da je marketing danas bitan faktor u svim aktivnostima ljudskoga života, kako komercijalni tako i politički, on u prvom redu mora počivati na dobroj persuaziji, odnosno moći uvjeravanja. Uzmemo li u obzir da je glavna motivacija svakog čovjeka ostvariti, odnosno odabrati ono najbolje za sebe i svoje najbliže, potrebno je u mnoštvu ponuda znati odabrati ono najbolje. Upravo u tom dijelu do izražaja dolazi persuazija, kao specifična i vrlo česta tehnika koja se koristi u komuniciranju. Način komuniciranja koji bi trebao uvjeriti, odnosno stvoriti povjerenje i sigurnost da ono što se nudi stvarno i vrijedi, jer je i za uspješnu ‘’prodaju’’ politike i političkog kandidata potrebno biti bolji od konkurencije, biti drugačiji i ostati upamćen. Politics is a very important activity which defines rules of living within a community. Today, in democratic societies, citizens are given an opportunity to decide, through electoral political campaign, who will lead and make decisions about their general needs. In order to make a better decision, citizens need to connect with political parties. In other words, political parties have a task to introduce their work and candidates offered on the political ‘market’. In the modern history of political campaigns, that can be accomplished through marketing, in this case, political marketing. Marketing in politics is a comprehensive and complex process of market research, creating your own political product, adapting to the market and systematic process of influencing the market. All in order for a political process to be accepted and the application of basic marketing concepts to become relevant in electoral victory. Marketing has become a crucial factor in all aspects of life, both in commercial and political terms, and it has to be based on good persuasion. If we take into consideration that the main motivation of every person is to accomplish or to choose what is best for them and their families, it is important to know how to choose between multiple options. In that part, marketing persuasion comes to first place as a specific and very common form of communication. A way of communication that should convince others to choose or to build trust and bond to what is offered, because for successful sales, you need to be better than the competition, to be different and memorable.