@article{2018,title={POLITICAL MARKETING AND IMAGE STUDIES IN THE POLITICAL COMMUNICATION PROCESS},abstractNode={The purpose of this study is discuss to using of political marketing and image studies in the political communication process as theoretically. It is seen that the concept of political marketing has come into prominence with the use of marketing methods and techniques in the political field and it has been frequently discussed by people who attended to the political arena. The using of the concept of marketing in the political field has been emerged in the period of following the Second World War, especially in the political events of the local and global level, which began in the second half of the 20th century, and the developments in mass communication technologies as seen a tool for political purposes. Some issues, as the participant process, enlargement of voting rights and the active participation to politics in a significant part of society, have been become importance after the Second World War. Competition, especially with the developmented of mass media too, has been increased steadily in the political arena. Political institutions and candidates, who want to succeed in this competition, have tried to using marketing methods and techniques to persuade their target groups and to produce acceptable images for voters. In this context this study has been focused on the using of marketing methods and techniques in the political arena and related image studies. For this purpose, the functions of marketing and image studies are discussed in the political communication process as using literature review.},author={Süleyman GÜVEN},year={2018},journal={The Journal of Social Sciences}}