Geomarketing y microtargeting para la acción gubernamental
- Antonio Hernández
- José Manuel López-Cepero
- Guadalupe Talavera
ISSN: 2172-0223
Argitalpen urtea: 2016
Zenbakien izenburua: Comunicación de gobierno
Zenbakia: 28
Orrialdeak: 28-30
Mota: Artikulua
Beste argitalpen batzuk: Más poder local
Laburpena
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.