Estrategias de marketing político implementadas por el alcalde de Zaruma Jhansy López en la campaña electoral 2019.

Abstract

The constant advances in society have generated new political ideals that are based on modern marketing strategies to establish a communicative role of the candidate and their action plans; these strategies are the support behind an effective political marketing campaign that influences considerably on the voter's decision in electoral contests. Because of this, this project analyzes the political marketing strategies implemented by the Mayor of Zaruma, Mr. Jhansy López during the 2019 electoral campaign, with the aim of identifying and evaluating those strategies and tactics that managed to have an important impact on the segment; the study followed a qualitative methodology applying an interview to the current mayor of Zaruma. The results showed that digital marketing strategies in conjunction with traditional strategies were an important mix from the marketing point of view so that the political message was communicated to all segments without discarding any and thus achieve the capture of votes.