Marketing a political candidate: Is it right?

Given my passion for the discipline of marketing, I have experienced that watching closely how a political candidate is marketed is the best way to understand the changing best practices in marketing. 
Right now, my attention is on the US primaries which has the ability review the choice of a voter up to a 0.1 accuracy. For instance in Iowa last week we saw Hilary Clinton winning by 48.8% to Saunders 48.6% which can in fact be analysed to identifying which communication mix wo