As disagreements in the party grew, the right-leaning members of the party split off to form the TOP '09 party, with a platform promoting fiscal restraint and regulatory loosening that would encourage free market growth and the prosperity of industry and private citizens (Gardner 2010). Next, the party had to make itself known to the public. Marketing by the TOP '09 party has shown some significant differences from the strategies employed by other parties in the 2009 election and in previous elections in the Czech Republic. This has been a necessity for the party given its platform of change and difference from the other "standard" and larger traditional political parties in the country; especially given modern social and technological trends, a change in the methods of message delivery is at least as important as changes to the messages themselves (Gardner 2010; IRI 2010). It is for this reason that this particular political party, operating at this moment in the history of the Czech Republic, has been selected as a means of studying guerilla marketing campaigns.

References

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Earth Times. (2009). Schwarzenberg elected chairman of new Czech party. Accessed 30 March 2011. http://www.earthtimes.org/articles/news/296739,schwarzenberg-elected-chairman-of-new-czech-party.html

Forum-2000. (2009). Prime Minister Fischer greeted distinguished Conference guests with some recent Czech history and statistics Accessed 30 March 2011. http://www.forum2000.cz/en/about-us/news-archive/detail/prime-minister-fischer-greeted-distinguished-conference-guests-with-some-recent-czech-history-and-statistics/?wWGoVWldXQVBFFm8=50

Gardner, a. (2010). Deal struck on Czech government. Accessed 30 March 2011. http://www.europeanvoice.com/article/2010/06/deal-struck-on-czech-government/68368.aspx

IRI. (2010). Czech Republic pre-election watch. Accessed 30 March 2011. http://www.iri.org/explore-our-resources/election-watch/czech-republic-pre-election-watch-may-2010-parliamentary-electi