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Seminar paper from the year 2017 in the subject Politics - Region: Western Europe, grade: 2,0, , language: English, abstract: This paper is motivated by the growing interest in the strategies that political actors and parties adopt to be successful in the electoral market. This work focuses on the election campaigns of the Conservative party in the United Kingdom´s general elections 2015 and 2017. In particular, it tries to identify which strategic orientation the Conservatives applied in their approach towards the electoral market. The degree of strategic orientation of a party with regard to political marketing management can be operationalized by the deployment of the Strategic Political Posture concept. After the Strategic Political Postures of the Conservative´s 2015 and 2017 election campaign are derived, both postures are compared, in order to make suggestions on possible reasons for a change in strategic orientation.