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Marketing político de izquierda en América Latina: el chavismo como experiencia exitosa

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  • Javier Eduardo Vázquez Romero

Abstract

El presente trabajo traza una breve panorámica del marketing político, destacando sus peculiaridades y aspectos generales. Asimismo, se examinan sus tres modelos descritos en la literatura y se mencionan algunos de los rasgos que caracterizan las campañas electorales en la actualidad, vistas como el momento de mayor proyección del marketing en lo político. Por otra parte, se examina el chavismo venezolano como caso representativo del marketing político de izquierda en la América Latina contemporánea. Al respecto, se analizan las siete variables de la mezcla de marketing (descritas para los servicios) dentro del escenario político dominado por el fallecido presidente Hugo Chávez y su continuador, el mandatario Nicolás Maduro, líderes del proceso revolucionario bolivariano en la Venezuela de finales del siglo XX e inicios del XXI.

Suggested Citation

  • Javier Eduardo Vázquez Romero, 2014. "Marketing político de izquierda en América Latina: el chavismo como experiencia exitosa," Revista Caribeña de Ciencias Sociales, Servicios Académicos Intercontinentales SL, issue 2014_03, March.
    • Handle: RePEc:erv:rccsrc:y:2014:i:2014_03:14
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