Abstract

Political marketing is a multi-disciplinary field of research developed
in the United States in the 1990s. It aims at st udying and guiding political behavior from the perspective of business marketing. It's theories and tool s are very helpf ul in comprehending election campaigns and government behaviors in American politics. From the perspectiveof it's fundamentals, political marketing is a totally new consumer-oriented political logic which differentiates it self from poliltical propaganda , political communication, political public relations and political management. It is the necessary requirement of development of modern society and democracy. Based on a systemic study of the concept and character of political marketing , the paper explores the influence of political marketing on American politics and it's future trend.

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