História a vývoj politického marketingu: od propagácie k dátovému riadeniu
The history and development of political marketing: from propaganda to data-driven management

Summary/Abstract: The aim of this article is to analyse the historical development of political marketing and to identify the main stages of its transformation, from traditional forms of political propaganda to contemporary models of data-driven political communication. The study is based on a qualitative theoreticalanalytical review of the relevant literature and a comparative examination of the individual stages in the evolution of political marketing. The analysis identifies four principal periods of development: the pre-marketing period, the marketing-oriented period, the digital period, and the era of data-driven political marketing. The findings suggest that the evolution of political marketing can be interpreted as a gradual transition from propaganda through the mediatization of politics to the datafication of politics. At the same time, the study demonstrates that technological innovations, transformations of the media environment, and changing relationships between political actors and citizens have fundamentally shaped the nature of political communication. The article also highlights emerging ethical and democratic challenges associated with the use of data, algorithmic profiling, and personalised communication strategies in contemporary politics.

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