Silvio Berlusconi – a new type of a political leader. The political marketing approach
Silvio Berlusconi is an example of a politician–businessman. He has used his personal resources for creating the political party called Forza Italia. The political party became an effective instrument in the realization of individual, political and business interests. Th e Forza Italia is a political essence of Berlusconi’s engagement. It is a party-firm that emerges from Fininvest, which is a business empire of Berlusconi. Enterprise has made a political entity. Using economic metaphor we can say that the Forza Italia was diversifi cation of Fininvest. As a result, the Forza Italia is defined in the theory of political party as a business firm model of party organization or partito azienda in Italian. In this model the party operates using a typical logic for the economic firm. Berlusconi is one of the richest people in the world and, at the same time, he is a tycoon in sector of services and media. Berlusconi represents a modern style in politics and he also represents world of political marketing, television and advertising. His success confirms the strong relationship between money, media and politics. Berlusconi has developed a new formula of power where resources, media, publicity and fame are the key components enabling to conquest of power in democratic state.