Aplikace marketingových nástrojů v komunální politice

This thesis examines the use of political marketing tools in municipal election campaigns in municipalities with up to 10,000 inhabitants and how their effectiveness differs from theoretical assumptions developed for national elections. The examined sample consists of the municipality of Kamenice, which serves as the main case study covering four election periods (2010–2022), and twenty other municipalities in the Central Bohemian Region. The aim of the thesis is to reveal which communication, organizational, and strategic political marketing tools are used in municipal campaigns, how candidates evaluate their effectiveness, and which factors truly determine success in local elections. To achieve this objective, the use of marketing tools in the municipality of Kamenice across four election periods is first analyzed using publicly available sources and campaign materials. Subsequently, three in-depth semi-structured interviews are conducted with mayors, revealing their approaches to campaign organization and perception of individual tool effectiveness. The findings are supplemented by a questionnaire survey among twenty candidates from other municipalities in the Central Bohemian Region. The effectiveness of marketing activities at the municipal level is then assessed and based on the obtained findings, practical recommendations for effective municipal campaign management in municipalities of similar size are formulated.