This paper seeks to demonstrate the relationship between the development of marketing strategies by political parties, the specification of their policy statement, and the incorporation into the public debate (between academics, experts, party members, journalists and politicians) of issues dealing with the key directions of politics pursued at the local, national and Union level. The main content of politics, singled out in the process of elaborating the party’s electoral manifesto, involves those issues which serve as the linchpin for the new welfare state model, constructed, incidentally, on the basis of the criticism leveled at the old model. Also, the redefinition of the hitherto welfare state model draws into the public debate the problem of party identity. Equally important is the question of perceiving the content of politics. Perception varies depending on the audience, the information at their disposal, their attitude towards politics and political parties. Thus, one can single out many ways of perceiving politics. The use of marketing strategies facilitates the crystallization of political programs which contain complex and various content, but, at the same time, it serves to simplify the interpretation of these programs.