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La Mercadotecnia Política en América Latina

La Mercadotecnia Política en América Latina

          
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About the Book

En el debate especializado, se ha iniciado una discusión sobre la naturaleza y el carácter disciplinar de la mercadotecnia política, ya que diferentes expertos la catalogan por una lado, como ciencia, mientras que otros, la describen como un arte, una técnica, un proceso social y administrativo e incluso una tecnología. De igual forma, hay autores que consideran a la mercadotecnia política como parte de las ciencias políticas, otros como una subdisciplina de la mercadotecnia comercial y otros como parte de las ciencias de la comunicación. Sin duda, que sobre este nuevo y controversial campo del conocimiento existen múltiples interpretaciones y lecturas, muchas de ellas encontradas, no sólo sobre su naturaleza, desarrollo histórico y su carácter ético, sino incluso sobre sus verdaderas atributos y potencialidades. Esta variedad de lecturas ha generado muchas interrogantes y cuestionamientos que, hasta el momento, no se ha podido responder con satisfacción. Hasta hoy la mercadotecnia política es, al menos para nuestro país, un campo del conocimiento muy ambiguo que incluye aspectos que tienen que ver con la investigación y segmentación de mercados político-electorales, los procesos de comunicación política, la cuestión de la imagen y el trabajo proselitista y de construcción de legitimidad social por parte de partidos e instituciones políticas, candidatos a puestos de elección popular y gobernantes.


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Product Details
  • ISBN-13: 9781495378171
  • Publisher: Createspace Independent Publishing Platform
  • Publisher Imprint: Createspace Independent Publishing Platform
  • Height: 279 mm
  • No of Pages: 192
  • Series Title: Spanish
  • Weight: 458 gr
  • ISBN-10: 1495378179
  • Publisher Date: 30 Jan 2014
  • Binding: Paperback
  • Language: Spanish
  • Returnable: N
  • Spine Width: 10 mm
  • Width: 216 mm


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