Politika, politický marketing a segmentace politického trhu v ČR

This dissertation focuses on political marketing and its key areas - concept of the political market and methods of its analysis. It details the policy instruments, marketing, political marketing and the segmentation process, which is introduced on theoretical as well as practical level. The main objective of this thesis is creating a voter segmentation model based on the analysis of the voters' attitudes that the theory of political marketing identifies as significant. For the research purposes and in order to fulfill the primary objective, the author uses factor, cluster and correspondence analysis. Sub-objectives are fulfilled using comparative and historical methods. This thesis presents procedures that can be used when formulating and creating strategies of political parties.