Political marketing is a highly controversial, fast developing and stimulating area for debate in political science. Once dismissed as being solely confined to manipulative tricks in election campaigns, there is a growing awareness that marketing can influence politics much more strategically, albeit with greater normative concerns given its potential to direct party and government policy. This article puts forward the comprehensive political marketing approach, outlining the Lees-Marshment model, criticisms of this work, and offering current views on the future of political marketing scholarship.