EL MARKETING POLÍTICO COMO ESTRATEGIA DE UNA CAMPAÑA ELECTORAL. ESTUDIO DE CASO EN LA DELEGACIÓN TLALPAN DEL D.F.

Abstract

ABSTRACT Currently, political marketing is an essential tool in the design of political campaigns, as it represents the opportunity to place a positive image of the candidates on voters. This through the redesign of its image, based on campaign objectives, which are derived from extensive research of the electoral market, through which are called social, demographic, partisan, personal in terms of needs, values, preferences and views on various issues affecting the population of the country, state or electoral district concerned. Because of this, this paper shows theoretical aspects of topics such as general marketing, political marketing, including its history, characteristics and needs, until the use of political marketing in electoral campaigns using the mix of marketing issues. The central part of the work consists in presenting a case study on the campaign for the deputation of the Federal District Tlalpan delegation by Mr. Rafael Calderon Jimenez in the 2009 elections. This study aimed to analyze this campaign to determine its effectiveness based on the analysis of information collected on the conduct of the campaign. The results indicate that political marketing was a key element in ensuring the effectiveness of the campaign and get the positioning and the triumph of the candidate in the 2009 elections in his constituency.