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espanolEl desarrollo de la actividad politica ha traido consigo el nacimiento de un nuevo tipo de marketing, el denominado marketing politico que se refiere al conjunto de tecnicas de investigacion, planificacion y comunicacion que son utilizadas dentro del diseno y ejecucion de acciones estrategicas y tacticas a lo largo de una campana electoral. OBJETIVO. Determinar los elementos de la estrategia de la campana de marketing politico haciendo enfasis en sus diferentes variables (producto, precio, plaza y promocion). DISENO METODOLOGICO. La metodologia utilizada se encuentra dado bajo un enfoque cuali-cuantitativo, apoyada por una investigacion bibliografica y de campo. El alcance del estudio es descriptivo y correlacional, pues se pretende evidenciar que los elementos de la estrategia de campana ayudan a inclinar la preferencia de los votantes dentro del proceso electoral; para ello, se utilizo el modelo estadistico de CHI CUADRADO para aseverar el criterio hipotetico. RESULTADOS. El 41% de electores designan al elemento producto, como eje clave, debido que su consistencia funge en los ofrecimientos que se realizan en la campana politica, es decir, propuesta y plan de trabajo con el cual, el personaje politico se desempenara, de ganar. CONCLUSION. Se logro identificar el elemento decisivo del elector antes de inclinar su decision de voto hacia un actor politico, debido a que, el elector prefiere a personas jovenes preparados, que tengan conocimientos previos para desenvolverse en el lugar que fuere seleccionado. EnglishThe development of political activity has brought about the birth of a new type of marketing, the so-called political marketing that refers to the set of research, planning and communication techniques that are used in the design and execution of strategic and tactical actions as during an election campaign. OBJECTIVE. Determine the elements of the strategy of the political marketing campaign by emphasizing its different variables (product, price, place and promotion). METHODOLOGICAL DESIGN. The methodology used is given under a qualitative-quantitative approach, supported by bibliographical and field research. The scope of the study is descriptive and correlational, since it is intended to show that the elements of the campaign strategy help to incline the preference of the voters within the electoral process; for this, the statistical model of CHI SQUARE was used to assert the hypothetical criterion. RESULTS 41% of electors designate the product element, as a key axis, because its consistency is based on the offers made in the political campaign, that is, proposal and work plan with which, the political character will perform, to win. CONCLUSION. It was possible to identify the decisive element of the voter before tilting his decision to vote towards a political actor, because the voter prefers young people prepared, who have previous knowledge to function in the place selected.

Elementos de la estrategia de campaña de marketing político en la Provincia de Tungurahua