On the question of democratization of the electoral process: the essence and instruments of electronic marketing

The article examines the essence and instruments of electronic marketing as a factor of democratization of the electoral process. The author analyses the concepts of political, electoral and electronic marketing. The article outlines the levels of development of electronic marketing in political activity. Electronic marketing is substantiated as a component of political theory and practice. The author pays special attention to the extension and intensification of electoral marketing functions through the use of electronic mechanisms.