The document discusses the increasing use of marketing techniques in political campaigns and their implications. It outlines how campaigns have become more professionalized with the use of consultants, pollsters, and commercial advertisers. It also discusses how political parties have evolved from being product-oriented and ideological to becoming more market-oriented and focused on adapting to voter demands. Some see political marketing as manipulative while others view it as a way to make democracy more responsive, though it is noted to neglect non-perfect aspects of political markets.