Electoral marketing strategies based on the program of government of political parties

Abstract

The objective of the research was to analyze the electoral marketing strategies used by the political parties participating in the electoral campaigns for the mayor of the city of Valledupar, Colombia, based on the government program of each of these organizations. It was descriptive, non-experimental, transactional, documentary and field type. As a collection technique, a questionnaire was applied to the 9 chiefs of political parties with a Likert scale validated by experts. The theoretical basis was based on Barrientos (2010), Montecinos (2007), Vilar (2012). The results showed a high level of development of the marketing mix in terms of product, price, place and promotion, being important to emphasize that the price despite being located at the high level, warrants a continuous adjustment of strategies to capture the vote In the different segments of the population, since on this depends the electoral success and, consequently, the implementation of the government program.