Publication details
Electoral campaigns and marketing strategy – the case study of Karel Schwarzenberg’s campaign
| Authors | |
|---|---|
| Year of publication | 2014 |
| Type | Article in Periodical |
| Magazine / Source | Czech Journal of Social Sciences, Business and Economics |
| MU Faculty or unit | |
| Citation | |
| Web | CJSSBE |
| Field | Political sciences |
| Keywords | Campaign; Strategy; Karel Schwarzenberg; Political Consulting; Czech Republic |
| Description | The chief focus of this case study is on electoral strategy and its role in campaign strategy. Campaign strategy entails a highly complex process comprising various interdependent processes such as market analysis, research, polling, segmentation, strategic communication, opposition research, timing, ongoing analysis of the political environment and, of course, the crucial role played by the candidate himself or herself. Finally, strategy is always adapted to the type of election being run and depends upon the electoral system. Our initial step is to define what strategy is and how it is understood from the standpoint of political consulting. We then describe a specific electoral campaign, using it to explain strategy creation and the role played by consultants. We build on this by combining a theoretical approach with knowledge gained from practical campaign experience and insider information. The campaign chosen for description is that of presidential candidate Karel Schwarzenberg. This article contributes to evolving research into political marketing and the field of electoral studies in the Czech Republic . Political consulting is an evolving industry in the Czech Republic (Petrova, Matušková 2009) and the role of consultants has not yet been widely analysed. The analysis presented here is exploratory in nature and will contribute to further research. |
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