Análisis de la estrategia de campaña del candidato Antanas Mockus (marzo 2010 - junio 2010) a la luz de las herramientas del marketing político moderno de Philippe Maarek.

En el siguiente documento se hace un análisis de la contienda electoral del 2010 en Colombia, haciendo un mayor énfasis en la campaña del candidato Antanas Mockus a la luz de las herramientas del marketing político moderno según Philippe Maarek.

Marketing político: elemento esencial en las campañas presidenciales

Evaluar qué tanto influye en los votantes, en los resultados electorales y en la campaña política la estrategia de mercadeo del candidato. Con el fin de poder llegar a este se analizará el programa de gobierno del candidato y su grupo

Marketing : bachillerato de administración y gestión : segundo curso.

Anexos con recopilación de artículos de prensa y revistas especializadas

Reigniting the fire : a contemporary research agenda for social, political and nonprofit marketing

The paper reports on the core challenges faced by the nonprofit, political and social marketing disciplinary areas and suggests a series of research agendas to develop theory and practice to meet these challenges.

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Social marketing's research agenda involves the continued adaptation of the new developments in commercial marketing, whilst building a base of social marketing theory and best practice benchmarks that can be used to identify, clarify and classify the boundaries of social marketing against social change techniques.
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Nonprofit marketing is pursuing the dual research agenda of developing the theory and practice of social entrepreneurship whilst seeking deeper consumer-based research to understand motivations for charitable behaviour and gift giving.
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Political Marketing's research agenda looks for an increase in the level of background research, core data and market research to use as a basis for developing more advanced theoretical and practical models. In addition, as political marketing is being transferred internationally between a range of political and electoral systems, there is a need for comparative research into both the relevance and effectiveness of these techniques to isolate nation independent and nation dependent political marketing strategies and campaigns.

Eleições, pesquisas e estratégias de marketing: a campanha eleitoral de Micarla de Sousa em Natal (2008)

From the importance that the political science and the social sciences began to give the electoral programs on TV, were examined in that work academic the effects of research in electoral marketing strategies in Gratuitous Timetable of the Electoral Publicity of the marketing year the candidate Micarla de Sousa (PV) in 2008 for the prefecture of Natal. To analyze the marketing strategies of electoral candidate Micarla de Sousa were used three sources of data: the HGPE on the first part, The interview with the coordinator's marketing campaign of Micarla de Sousa, José Ivan and the quantitative research carried out by the Office IBOPE before and during the period of HGPE. In the analysis of electoral programs, was used the qualitative and quantitative approach, taking as objective to verify whether there was some change in marketing strategy in the candidate Micarla HGPE. So the electoral programs that candidate were transcribed and analyzed and then faced with the results of researches electoral IBOPE carried out in the same period. The interview with the coordinator's marketing campaign the candidate Micarla de Sousa brought relevant information on the construction of public image at the time pre-electoral and electoral. In search of IBOPE, socioeconomic variables were regarded assex, age, education and income. With the collection of this data, there was an intersection of information about the voting intentions of Micarla candidate for mayor of Natal and it was checked how his candidacy has increased or decreased within the surveyed segments and how these oscillations marketing strategies directed at the candidate's HGPE for any specific audience. Also, do not forget that the electoral process is influenced by various factors, because this process is dynamic

A campanha presidencial e o Vota Brasil em 2006: marketing e contexto político

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

WENCESLAU BRAZ E A POLÍTICA CAFÉ COM LEITE: Estratégias de comunicação e marketing político que o elegeram Presidente da República do Brasil

Esta pesquisa retratou o processo de comunicação e marketing político na vida pública de Wenceslau Braz, presidente do Brasil de 1914 a 1918. Ela abordou a política brasileira daquela época e mostrou as estratégias de convencimento usadas para indicação do mineiro ao cargo, revelando de que maneira a imprensa da época reagiu nesse período eleitoral. A metodologia que norteou essa dissertação foi a de Estudo de Caso , baseado nos conceitos básicos de Robert Yin, onde foram realizados vários estudos bibliográficos, documentais e entrevistas com familiares e amigos de Wenceslau. Complementarmente quatro publicações da imprensa brasileira foram analisadas. Conclui-se que a participação da imprensa nesse processo foi bem irrelevante e o processo eleitoral foi ditado pelo regime político da época.

MÍDIA E MARKETING POLÍTICO: A CAMPANHA ELEITORAL DE FERNANDO HENRIQUE CARDOSO PARA PRESIDENTE, NAS PÁGINAS DA REVISTA VEJA EM 1994

Esta dissertação tem como objetivo verificar, de acordo com o conceito de marketing político, como se deu a construção da imagem pública do ex-presidente Fernando Henrique Cardoso na revista Veja durante as eleições presidenciais de 1994. Para tanto, analisou-se 19 edições desse periódico, todas relativas ao período de junho a outubro do referido ano. Estudou-se a propaganda ideológica e suas categorias, como codificação, controle ideológico, contrapropaganda e difusão, presentes no material empírico analisado. Este trabalho desenvolveu-se à luz dos procedimentos metodológicos referentes ao Estudo de Caso enquanto tipo ou estratégia de pesquisa. Entre as técnicas para a coleta de dados, realizou-se a Análise de Conteúdo de natureza quantitativa e qualitativa dos dados pesquisados e entrevista com o próprio ex-presidente. Por meio deste estudo obteve-se os seguintes resultados: Fernando Henrique Cardoso teve o maior volume em centímetro/coluna em relação ao seu opositor, o candidato Luiz Inácio Lula da Silva. Em relação aos códigos utilizados nas matérias analisadas, o volume maior em centímetro/coluna ocorreu no código linguístico, significando que a revista Veja deu mais ênfase às palavras, às frases e aos parágrafos que compõem as estruturas articuladas, segundo os padrões históricos e culturais da língua portuguesa. No que diz respeito aos gêneros informativos, o volume maior em centímetro/coluna foi em reportagem, isso significa que a revista enfatizou os fatos que repercutiram e produziram efeitos na sociedade, e que foram percebidos pela revista. Concluise que as matérias publicadas fortaleceram significativamente a sua imagem perante os leitores da Veja, favorecendo-o em relação ao seu opositor, mas não chegaram a elegê-lo.(AU)

Marketing político e mídias sociais: as estratégias utilizadas no facebook e twitter de Cássio Cunha Lima PSDB/PB, nas eleições de 2014

This dissertation aims to analyze and understand the process and practices of political marketing strategies applied to social media facebook and twitter Cássio Cunha Lima - PSDB candidate for governor of Paraíba, in the 2014 elections The work is divided into three parts . The first two chapters, both of theoretical nature, underlie the discussion about the use of the Internet as a campaign space and political marketing campaign as well as the different communication strategies and electoral marketing already presented in the literature. Following, is dedicated to a topic for the presentation of the methodology and subsequently makes the discussion of empirical data analysis. Finally, we present the conclusions. The analysis takes as its starting point the models Figueiredo et al. (1998) and Albuquerque (1999) to observe the traditional strategies and suggests the inclusion of typically recorded on the Internet strategies. The methodology used for the analysis was the qualitative and quantitative content from variables that we list different campaign strategies. In order to achieve the purpose of this research, we conducted a case study as an analytical object online campaign Cássio Cunha Lima. The case study took place from the construction of a candidate's biographical and political profile, presented and discussed in the text. This research also made use of virtual ethnography. Therefore, were monitored social media facebook and twitter that political, with the help of image capture program - Greenshot by creating pre-defined categories of analysis, for example, calendar, prestige and support, negative campaign , engagement, among others. The period chosen for monitoring the candidate's official profiles was from 24 August to 28 October 2014, because it holds the pre, during and post-election where there was greater candidate drive level and his team marketing in social media selected for analysis. The results indicate that mobilization strategy (online and offline), merged with the promotion schedule, it is predominant in the social media Cassio. They also indicate that they do not show the failure of the campaign of the candidate in 2014.

Visitor Relationship Management (VRM) - Repeat Visitation Opportunities for Destination Marketing Organisations

In competitive tourism markets the consumer-traveller is spoilt by choice of available destinations. Successfully differentiating a destination and getting noticed at decision time is arguably the focus of activities by destination marketing organisations (DMOs). In pursuit of differentiation, three emergent themes in the marketing literature during the past decade have been branding, integrated marketing communications (IMC), and customer relationship management (CRM) a fundamental goal of each being stimulating customer loyalty. However there has been little attention given to destination loyalty in the tourism literature. The purpose of this paper is to report an exploratory investigation of visitor relationship management (VRM) by DMOs. Based on interviews with the management of 11 regional tourism organisations (RTO) in Queensland, Australia, the opportunities for, and immediate challenges of, VRM are discussed. While each RTO recognised the potential for VRM, none had yet been able to develop a formal approach to engage in meaningful dialogue with previous visitors from their largest market.

Consumer appraisals of mobile marketing communications

This paper reports on a study that investigates the emotions elicited from appraising SMS-based mobile marketing (m-marketing) communications under three marketing conditions: product consistency, incentives and permission giving. Results from the experimental design show that appraising m-marketing communications elicits both single emotions and mixed emotions; that is, a mixture of positive and negative emotions in the same response. Additionally, the results show that the influence of specific marketing conditions may increase or reduce the intensity of the emotions elicited. This study contributes to marketing practice by examining consumer appraisals of m-marketing communications under different combinations of marketing conditions. The results provide insights into which emotions are likely to be elicited as a result, and how a specific marketing condition might influence their levels of intensity. The study contributes to marketing theory also through combining appraisal theory with Richins (1997) consumption emotion set.