Marketing político en la elección presidencial mexicana de 2018: las estrategias de AMLO

This document analyzes the 2018 Mexican presidential campaign, in which 5 contenders participated: Andrés Manuel López Obrador, Ricardo Anaya, José Antonio Meade, Jaime Rodríguez Calderón and Margarita Zavala. Specifically, political marketing observes and examines the strategies of the candidate who scored in the polls, Andrés Manuel López Obrador (AMLO). As analyzed in the text, AMLO had a very high probability of winning and in effect, on July 1, 2018, more than 50% of the voters elected him and he became the elected president of Mexico. First, a broad exposition is made of the political, economic, social and cultural macro-environment in which Mexico was immersed during the election. It then describes the microenvironment constituted by each of the presidential candidates and their respective political coalitions. Subsequently, the behavior of the electorate is detailed - providing a novel 'Elector Journey Map' - and the strategies that constituted the marketing mix in López Obrador's political campaign. Finally, some final evaluations are given determining points in favor and points to improve of such strategies.