Politics is an activity through which people define, maintain and change the rules by which they live. Many scholars understand politics in various ways as the art of governance. The connection between political parties, the electorate (individual voters) and society as a whole can be achieved through the application of marketing. Understanding such connections is vital for the effective use of marketing in politics, but also for improving the political offering to society. In the last twenty years, political scientists have increasingly drawn attention to the systematic study of campaigns and political marketing. The focus of political marketing is on market values, ideologies, and political party candidates as opposed to conventional marketing of products and services in commercial organizations. Marketing in politics is the political offer of the party, politics, leaders and issues to which the electorate may relate, based on the chosen strategic position of the party and what is considered to be the orientation of the public and the electorate. Applying basic marketing concepts is relevant to winning an election. Political marketing can be defined as the application of marketing principles and procedures in political campaigns by various individuals and organizations. The procedures include analyzing, developing, implementing and managing strategic campaigns of candidates, political parties, governments, lobbyists and interest groups seeking to stimulate public opinion, promote their own ideologies, win elections in response to the needs and desires of selected people and groups in society. The purpose of this paper is to define political communication, political marketing and political campaign strategies, with special reference to a practical example of the analysis of Barack Obama's political campaign through various aspects of political marketing.