-

The subject of this thesis is The Conservative Party and its use of political marketing. The text analyzes how the Party responded to three subsequent election defeats in 1997, 2001 and 2005 and to what extent are the Conservatives utilizing political marketing methods and techniques in reaction to the pressure from their more market oriented competitor, the Labour Party. Since the rebranding of the Labour Party under Tony Blair, the Conservatives were struggling to adapt to the new reality. Instead of utilizing political marketing and being more responsive to the wishes of the electorate they diverged their polities more to the right. However, their incumbent leader, David Cameron, is transforming the Party and making it more market oriented. These efforts are critically analyzed.