Análisis de las estrategias de marketing político implementadas por el alcalde Carlos Falquez Aguilar en la campaña electoral 2014.

Abstract

The present investigation was conducted with the purpose of determining how the political marketing strategies used by Carlos Falquez Aguilar in the electoral campaign of 2014 established a relationship with the electorate. The study methodology is based on qualitative analysis using the Focus group research instrument. The elaboration of the instrument was based on the analysis of the strategies of marketing in relation the six elements of political marketing: segmentation, positioning, electoral propaganda, verbal and no-verbal communication, image and personality. The research was conducted with a group of six people and a moderator, in which open questions were posed in order to determine which strategies were applied by the candidate and how these strategies allowed to establish a relationship with the citizenry. Despite the little experience in politics, Falquez Aguilar managed to win the 2014 election.