El marketing público comunicacional y la aplicación de sus estrategias en el actual gobierno del presidente del Ecuador Lenin Moreno.

Abstract

In the present research work, the public communication marketing strategies are described, which are divided into segmentation with their respective classification, definition of the potential market, analysis of the potential market, definition of the general segmentation and segmentation models, and administrative responses to the other strategy. It is the positioning with its division attributes of management, judgments of public value, dynamics of institutional positioning and alternatives of positioning of the government, having as main objective to determine which strategies are used by the president of the republic of Ecuador Licentiate Lenin Moreno Garcés being this positioning. The methodology used is qualitative - descriptive that will allow to know the strategies used by the agent and quantitative that consists in the accomplishment of a survey that will help to obtain results about the acceptance that these have on the part of the citizenship. It can be concluded that the government does not get the most out of the positioning since it uses few resources for its management and the strategies employed are directed especially to the most vulnerable and needy sectors of the country. This is well seen by people who consider that it is a government very communicative and democratic, within their speeches only provides information but they would like to know more about the work being done, and the projects that will venture into improving the country despite indicating not fully trust in the management carried out.