Profesionalizace volebních kampaní a politický marketing
Election Campaigns Professionalisation and Political Marketing

Summary/Abstract: This article aims at characterization of two parts of political communication: the last period of the political campaigns – postmodern campaigns – and political marketing. Political marketing is the most important tool pointing to election success. It is a combination of political approaches and market strategies. Political marketing has totally captured election campaigns in postindustrial democracies, e. g. the USA and West European countries. We can see it establishing slowly in the Czech Republic, too. The last period of the political campaign, the so-called “postmodern campaign” is characterized by a lot of new instruments, namely the internet. That enables a complex presentations of the political parties and candidates and new approach to political communication, e. g. blogs, and new techniques of campaigning. The article is verifying the hypothesis, whether political marketing is an integral part of contemporary election strategies and campaigns.

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