Silvio Berlusconi a Forza Italia: fyziognomie marketingu lídra
Slivio Berlusconi and the Forza Italia: Physiognomy of the Leader Marketing Strategies

Summary/Abstract: This article is aimed to analyze the role of Silvio Berlusconi as the leader and symbol of Forza Italia, it deals with the aspects of image of the leader that were projected into innovative marketing strategies of Silvio Berlusconi in electoral campaigns. Personality of the leader of Forza Italia as the main campaigner is considered to be one of the dominant factors that influenced the remodeling of electoral marketing strategies and marketing concepts in Italian electoral campaigns with strong personalization tendencies.

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