POLITICAL MARKETING IN RUSSIA: GOALS, OBJECTIVES, NATURE AND CONTENT
This article examines the concept of «political marketing», its goals, objectives, essence and main directions of its activities. The purpose of political marketing is winning the political market and the creation of sustainable demand for the proposed political «goods». The essence of political marketing is the systemic and specialized work with potential voters in the framework of existing legislation. Four basic marketing elements (person, price, promotion, position) are considered in the context of the political market. The concept «person» considers what political leader today would be the most in demand on the political market, the concept «price» reflects the political «price» of this political «goods», «position» means its positioning on the political market, and ‘promotion' is his introduction to the political market and the formation of close ties of this political subject and the target audience. Positioning is treated as search and definition of the exclusive political niche for the political «goods» on the political market. Segmentation of the political market is a strategy by which a political market is divided into certain social, political and ideological segments.