Aktuální trendy v oblasti politického marketingu v České republice

Abstract

The bachelor thesis focuses on current trends in political marketing in the Czech Republic. The goal of the thesis is to understand the topic of political marketing and to find out how political marketing is perceived by Czech citizens and how it affects them by means of a questionnaire survey. The first part of the thesis deals with the theoretical background of political marketing, followed by the characteristics of the political market in the Czech Republic. This is followed by the methodology of data collection, whereby a questionnaire survey was used to determine the opinions, attitudes and perceptions of political marketing by Czech citizens. To ensure the comprehensiveness of the thesis, this is followed by an analysis of the Czech political scene, in which the political marketing of selected political parties is described. The thesis is concluded with recommendations for a more effective use of political marketing based on the study of literature, taking into account the research results and the analysis of the current Czech political scene.