Marketing político y satisfacción con el desempeño del gobierno. El caso de las campañas electorales del Econ. Rafael Correa Delgado, 2009, 2013

Abstract

This investigation aims to explain the electoral campaigns by President Rafael Correa in 2009 and 2013, from the perspective of political marketing. Using the marketing mix as the main analytical tool considering the evaluation of government performance as a key factor, explains the work developed product, price, promotion and distribution of election campaigns executed by the government. This provides a broader view of what is political marketing and contribute to the knowledge of this branch of marketing in the country. The research results allow to affirm that in political marketing Rafael Correa is a success. Strengthening brand around his image, proposals, messages and emotional ties projected in the 2009 and 2013 campaigns were able to retain, attract and keep voters. In those elections the president enjoyed strong support due to its high levels of credibility and approval of management. Both elements, discussed in “P” price, allow to identify that electoral market needs were fully covered minimizing the “costs” transaction. Besides satisfaction with their exercise, communication, distribution and image Correa campaign were the key to get to win the races for the second and third time.