Geomarketing y microtargeting para la acción gubernamental
- Antonio Hernández
- José Manuel López-Cepero
- Guadalupe Talavera
ISSN: 2172-0223
Year of publication: 2016
Issue Title: Comunicación de gobierno
Issue: 28
Pages: 28-30
Type: Article
More publications in: Más poder local
Abstract
Elected officials must serve the general interest without neglecting public marketing of their activities. This has kindled interest in incorporating commercial marketing tools –such as geomarketing and microtargeting– to the political mix. Thanks to recent technological advances, these tools permit better citizen characterization, improvement of public services, and more effective persuasion of the electorate.