摘要：The author provides a definition of political marketing and hightlights its links with democratic polity, reviews the evolution of political marketing from the party to the marketing concept, looks into political marketing as a sort of construction of political reality and analyzes political marketing in Croatia. The author points out that political marketing is resisted by the very people who should make use of it, but that there are some objective circumstances which stand in its way, such as the lack of money, the undeveloped public electronic media, and the still predominantly traditional culture of the society, more inclined to oral communication.
