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The development of the political world, mostly to have taken part in the past decades, hasbenefited greatly from the broader understanding and adoption of marketing’s instruments andconcepts. From the classical two-party system, led by established elites, we find ourselves today ina political market with more and more new parties, and younger and bolder contestants. Marketing’s communication tools and the technological advances have left their mark on thepolitical world, not only regarding electoral events and gaining people’s sympathy, but also inimproving the party’s decision making, policy development and grassroots members’representation. Harnessed the right way, the influence that marketing can exercise for theimplementation of democratic rules and principles, inside a political party, has benefits for boththe party members, and for the electorate.