The article attempts to examine the evolution of political marketing, its theoretical and methodological foundations and the differences from commercial marketing strategies. The author describes the dual role of the marketing technologies in politics: as an instrument of electoral mobilization and as a mechanism for structuring the political space. Special attention is paid to the interaction of the state and other actors in a competitive political environment, as well as to the interrelationships between political marketing and propaganda technologies. It is noted that modern political processes are characterized by high dynamism, uncertainty and fragmentation, which makes political marketing one of the key tools for managing public opinion and competition between political actors. However, classical approaches to its study are losing relevance in the context of digitalization, the transformation of the political market and the increasing complexity of political communication mechanisms. Moreover, the article describes the concept of a political market where supply generates demand, and marketing technologies are used in both open and latent power strategies. The study confirms the need to rethink political marketing as a hybrid mechanism of influence combining traditional and manipulative tools for managing political reality. The conclusions of the article emphasize the importance of adaptive marketing strategies in the context of the instability of the political landscape and the growing technological influence on political processes.