Issues of Political Marketing

Miloš Gregor is Assistant Professor in the Department of Political Science, Faculty of Social Studies at Masaryk University. His main research lies in political marketing, political communication, and propaganda and disinformation analysis. Otto Eibl is the Head of the Department of Political Science at the Faculty of Social Studies and a researcher at the International Institute of Political Science, both at Masaryk University. His research focuses on political communication, branding, and political marketing. Bruce I. Newman is Professor of Marketing and Wicklander Fellow in Business Ethics in the Department of Marketing at the Kellstadt Graduate School of Business at DePaul University, Chicago, USA. Dr. Newman is the author/editor of several books and articles on political marketing, most notably, A Reseach Agenda for Political Marketing (2022 with Todd P. Newman), Brand (2018 with Todd P. Newman), The Marketing Revolution in Politics (2016), and The Marketing of the President (1994). He is the Editor-in-Chief of the Journal of Political Marketing and former Advisor to the Clinton White House in 1995-96.

Preface. Introduction: Professionalization and Democratic Backsliding? Political Campaigning in Central and Eastern Europe 1. Political Campaign Professionalization in Lithuanian Elections 2. Professionalization of Campaign Communication beyond Communication Forms. An Analysis of Poland’s Political Spots 3. “Send in the Clowns”: The Rise of Celebrity Populism in Croatia and Its Implications for Political Marketing 4. A Rumbling from Below? Opposition Party Rebranding, Regional Elections, and Transforming the Regime in Russia 5. Facebook as a Political Marketing Tool in an Illiberal Context. Mapping Political Advertising Activity on Facebook during the 2019 Hungarian European Parliament and Local Election Campaigns 6. Electoral Political Communication in the Post-Communist Hybrid Regime – The Case of Serbia 2020