Thirty Years of Political Campaigning in Central and Eastern Europe

  • Otto Eibl
  • Miloš Gregor

Part of the Political Campaigning and Communication book series (PCC)

Table of contents

  1. Front Matter
    Pages i-xxv
  2. Baltic States

    1. Front Matter
      Pages 19-19
    2. Vít Hloušek
      Pages 21-25
    3. Marju Lauristin, Sten Hansson
      Pages 27-48
    4. Ieva Bērziņa
      Pages 49-64
    5. Ingrida Unikaitė-Jakuntavičienė
      Pages 65-82
    6. Otto Eibl
      Pages 83-85
  3. Central Europe

    1. Front Matter
      Pages 87-87
    2. Lubomír Kopeček
      Pages 89-95
    3. Miloš Gregor
      Pages 97-113
    4. Balazs Kiss, Gabriella Szabo
      Pages 115-130
    5. Wojciech Cwalina, Milena Drzewiecka
      Pages 131-148
    6. Jozef Zagrapan
      Pages 149-165
    7. Miloš Gregor
      Pages 167-169
  4. The Balkans

    1. Front Matter
      Pages 171-171
    2. Věra Stojarová
      Pages 173-177
    3. Afrim Krasniqi
      Pages 179-197
    4. Adnan Huskić
      Pages 199-217
    5. Ivanka Mavrodieva
      Pages 219-235
    6. Marijana Grbeša, Berto Šalaj
      Pages 237-254
    7. Mirjana Maleska
      Pages 255-283
    8. Adriana Ștefănel, Silvia Branea, Ruxandra Boicu
      Pages 285-308
    9. Alenka Krašovec, Tomaž Deželan
      Pages 309-324
    10. Siniša Atlagić, Dušan Vučićević
      Pages 325-342
    11. Miloš Gregor
      Pages 343-346
  5. Eastern Europe

    1. Front Matter
      Pages 347-347
    2. Jan Holzer
      Pages 349-354
    3. Igor Munteanu, Otto Eibl, Miloš Gregor
      Pages 355-371
    4. Larisa Doroshenko
      Pages 373-389
    5. John Ishiyama
      Pages 391-408
    6. Otto Eibl
      Pages 409-412
  6. Conclusion

    1. Front Matter
      Pages 413-413
    2. Otto Eibl, Miloš Gregor
      Pages 415-419
  7. Back Matter
    Pages 421-426

About this book


This edited volume maps the development of the use of political campaigning and marketing techniques in countries of the former Communist Bloc over the last thirty years. Focusing on the shift from propaganda to political marketing, and from manipulation to persuasion, the book consists of a series of case studies of countries in Central Europe, Eastern Europe, the Baltics, and the Balkans that outline the history, development and current state of political marketing in each country. The authors explore political parties and their behaviour ahead of elections, and show the changes in political culture and practices that parties have undergone in order to create more or less successful campaigns.

Otto Eibl is Assistant Professor at the Department of Political Science, Masaryk University, Czech Republic. His research focuses on political communication, branding and marketing, and he also teaches courses on these subjects.

Miloš Gregor is Assistant Professor at the Department of Political Science, Masaryk University, Czech Republic. His research interests include political marketing, branding, and public relations in politics. He teaches courses on political communication and marketing, propaganda, disinformation, and fake news.


political communication political marketing electoral campaign political parties Stein Rokkan cleavages voter loyalty voter mobilisation professionalisation of political campaigns Americanisation of political campaigns personalisation of political campaigns marketing management elections baltic states politics central europe politics balkans politics eastern europe politics former communist bloc party systems communication tactics quality of democracy

Editors and affiliations

  • Otto Eibl
    • 1
  • Miloš Gregor
    • 2
  1. 1.Department of Political ScienceMasaryk UniversityBrnoCzech Republic
  2. 2.Department of Political ScienceMasaryk UniversityBrnoCzech Republic

Bibliographic information