Wojciech Cwalina is a professor in the Department of Marketing Psychology at the Warsaw School of Social Sciences and Humanities in Poland. Andrzej Falkowski is a professor of psychology and marketing and the head of the Department of Marketing Psychology at the Warsaw School of Social Sciences and Humanities in Poland. Bruce I. Newman is currently a professor of marketing at DePaul University. He was a visiting scholar at the Institute of Government at the University of California-Berkeley (2001-2002); in the Department of Political Science.

Introduction, Metatheory in Social Science and Political Marketing 2. An Advanced Theory of Political Marketing: What Is Missing? 3. The Campaign Message Development: Segmentation and Positioning on the Voting Market 4. Candidate Image 5. Dissemination of the Campaign Message: Direct Campaign and Debates 6. Dissemination of the Campaign Message: Mediated Campaign 7. Postelection Marketing: Maintaining and Enhancing Relationship With Voters 8. Political Marketing and Democracy