Discussed are basic theoretical problems of the political marketing which are connected with its substance, definition and general characteristics. In order to clarify them, a theoretical revision of part of the existing definitions of this marketing is made. They give us ground for a critical reinterpretation of its subject. Given is also an individual point of view (definition) for the political marketing in the wide and narrow sense. Special place is given to its principles, methods and functioning as an inseparable element of the theoretical and methodological tools of this interdisciplinary science. The article makes difference between the concepts “political marketing” and “political market” (in four basic points), and on this basis the most important characteristics of the political marketing are formulated. In this sense a conclusion is confirmed that political marketing can not be viewed and understood only as organization and conducting election campaigns. The article includes also some other principal points from a methodological nature such as for example: the difference between political marketing and political communication, differentiation between the different categories of the political marketing, etc. which are contemplated and analyzed in a critical aspect.
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