Political marketing is a marriage of political science and business marketing that analyzes political activity using marketing assumptions. It explores how political elites use tools like advertising, endorsements, consultants, and campaigns to understand, involve, and communicate with voters to achieve goals. Political marketing functions include developing the candidate or party as the product, distributing information to voters, managing costs, communicating messages, fundraising, and coordinating parallel campaigns. Approaches include viewing politics as a product-based transaction, focusing on selling arguments to voters, or using market intelligence to identify and adjust to voter demands.