The topic of this thesis is political marketing with a focus on marketing communication of Czech political parties. Its title is "Image of political parties in the Czech republic" and describes use of political marketing and its methods or instruments in Czech political environment. At first the thesis describes methods of political marketing especially marketing communication and how five chosen Czech political parties (ODS, ČSSD, KSČM, TOP 09, VV) use them. What is useful, where are mistakes etc. The thesis is focused on image of chosen parties. The aim is to find out, if the identity (planned image) of political parties corresponds with perceived image by young people (18-30 years, university educated). Due to this aim a focus group and a quantitative research were conducted. Their results were compared with planned image detected in interviews with marketing managers of particular parties (except VV). Moreover the thesis contains recommendations for parties for improving their communication to achieve their planned image.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73934 |
| Date | January 2010 |
| Creators | Jeřábková, Veronika |
| Contributors | Boučková, Jana, Štědroň, Bohumír |
| 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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