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There has been a lot of research done on 'Western' politicians and the political systems with regards to political marketing. But what about other countries, and especially those that possess a different political standard? This article seeks to address one particular Russian politician -Vladimir Putin. He rose from obscurity to become Russia's second president (after Boris Yeltsin). Two presidential elections form the focus of attention, 2000 and 2012. The aim is to try and discover thedoi:10.1080/15377857.2016.1151114 fatcat:u7unz66kqnaajem5sdcyvx5ncy