Political marketing’s evolution owes much to the contributions of Anglo-American scholars from the discipline of marketing. These contributions have been based on liberal understandings of democracy and have adopted a positivist epistemology. Notwithstanding the progress achieved thus far, the evolution has been one-sided, drawing mainly from the marketing literature without keeping up to date with literature in political science on democratic theory. The article urges scholars to seriously engage with the texts of political theory scholars on democracy. It argues that political marketing stands to benefit from identifying the major shortcomings of both the liberal interest group and the deliberative models of democracy. This article proposes that I.M. Young’s version of communicative democracy warrants serious attention by political marketing scholars both for the theoretical insights it offers and for opening new paths for research.