Use of Political Marketing in Reinventing the British Conservative Party

Thesis title: Use of Political Marketing in Reinventing the British Conservative Party
Author: Heczko, Pavel
Thesis type: Diploma thesis
Supervisor: Dvořáková, Vladimíra
Opponents: Nováček, Jan
Thesis language: English
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.
Keywords: campaign; election; Bill Clinton; Labour Party; Tony Blair; Tory Party; Conservative Party; David Cameron; political marketing

Information about study

Study programme: Mezinárodní ekonomické vztahy/Mezinárodní politika a diplomacie
Type of study programme: Magisterský studijní program
Assigned degree: Ing.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of International Relations
Department: Department of Political Sciences

Information on submission and defense

Date of assignment: 1. 2. 2008
Date of submission: 1. 2. 2008
Date of defense: 19. 9. 2008
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