Resumen

DIAZ JIMENEZ, Oniel Francisco. Marketing político y profesionalización de las campañas electorales presidenciales del Partido Acción Nacional y del Partido de la Revolución Democrática, 1994-2006. Polis [online]. 2015, vol.11, n.1, pp.119-168. ISSN 2594-0686.

This article focuses on an under-researched aspect of the literature on Mexican politics relating to the analysis of major changes in campaign organisation, tactics and strategies of the Partido Acción Nacional and the Partido de la Revolución Democrática in presidential elections (usually referred to as 'campaign professionalization') occurred during the last two decades, and explores their causes. This study shows that the professionalization of presidential campaigns in Mexico was not only driven by large-scale changes in the Mexican party and media systems during the 1990s, but also by a number of parties' organisational features and resources (party-specific factors).

Palabras llave : political parties; party change; electoral campaigns; professionalization of campaigns; campaign tactics and strategies.

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