Electoral campaigns and marketing strategy – the case study of Karel Schwarzenberg’s campaign

Main focus of presented case study is electoral strategy and its role in campaign strategy. Campaign strategy is a very complex process consisting of various interdependent processes such as market analysis, research, polling, segmentation, strategic communication, opposition research, timing, constant analysing process of political environment and of course crucial role-plays candidate itself. Lastly strategy always changes with different type of election and depends on electoral system. Firstly we will define what the strategy is and how it is understood from the view of political consulting. Secondly, we will describe specific electoral campaign and use it as explanation of the strategy creating and role of consultants. Thirdly, we will try to combine theoretical approach with practical experience from campaigning and insider information. Therefore we describe very specific electoral campaign of presidential candidate Karel Schwarzenberg. This article is contribution to evolving research within the field of political marketing and electoral studies in the Czech Republic. Political consulting is evolving industry in the Czech Republic and the role of consultants has not yet been widely analysed. Our analysis is an explorative study and will contribute to further research.