The use of political marketing represents a more and more important part of election campaigns. This thesis is concerned with analysis of the campaigns of two largest Czech political parties - Civic Democratic Party and Czech Social Democratic Party - in the parliamentary elections 2006. The analysis is based on the comprehensive political marketing model that has been developed by Jennifer Lees-Marshment. In this model three kinds of political parties are distinguished: Product-Oriented Party, Sales-Oriented Party and Market-Oriented Party. The political marketing process which is different for each of them has a significant influence on the party behaviour during the campaign.
Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:18025 |
Date | January 2009 |
Creators | Vondráčková, Lenka |
Contributors | Dvořáková, Vladimíra, Novotný, Lukáš |
Publisher | Vysoká škola ekonomická v Praze |
Source Sets | Czech ETDs |
Language | Czech |
Detected Language | English |
Type | info:eu-repo/semantics/masterThesis |
Rights | info:eu-repo/semantics/restrictedAccess |
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