Political marketing in Slovakia: campaign 1998

This thesis deals with political marketing and its use in Slovakia in 1998 election campaign. Political marketing is gaining more and more importance with every election. Thus, it provokes inconsistent and controversial reactions not only among voters but also among scholars. The first chapter characterizes history and the recent discourse in the field of political marketing. Second part concerns the situation in the country after the era of government of Vladimir Meciar in the area of democracy, foreign policy and also describes contribution of slovak civil society to the campaign of 1998. The third chapter contains an introduction to the Lees-Marshment model of a market-oriented party, which builds a theoretical framework for the last, analytical part of this article, the analysis of the use of political marketing by political parties in Slovakia in 1998. The main objective of this analysis is to prove the presence of the concept of a market-oriented party according to the Lees-Marshment model among slovak political parties that have succeeded in the general election to the National Council of the Slovak Republic. Secondly, a question arises of possibility of application of such a model on unconsolidated system of political parties, as it was in Slovakia in 1998