Original title: Use of Political Marketing in Reinventing the British Conservative Party
Authors: Heczko, Pavel ; Dvořáková, Vladimíra (advisor) ; Nováček, Jan (referee)
Document type: Master’s theses
Year: 2008
Language: eng
Publisher: Vysoká škola ekonomická v Praze
Abstract: 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: Bill Clinton; campaign; Conservative Party; David Cameron; election; Labour Party; political marketing; Tony Blair; Tory Party

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/7665

Permalink: http://www.nusl.cz/ntk/nusl-7577


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses