<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2005000200011</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El marketing político y sus consecuencias para la democracia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez Murillo]]></surname>
<given-names><![CDATA[Luis Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2005</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2005</year>
</pub-date>
<numero>4</numero>
<fpage>11</fpage>
<lpage>38</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2005000200011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2005000200011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2005000200011&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El articulo explica y reúne diversas variables de análisis para la comprensión teórica del marketing político y su incidencia en la democracia. El estudio sostiene que la influencia del marketing político sobre la democracia acontece a través de su afectación en el ámbito de la comunicación política. Se expone, desde una interpretación económica, el modo en que los partidos se han apartado de los planteamientos ideológicos para maximizar el número de votos; además se plantea que esta técnica incide en la estructura interna de los partidos políticos, en sus estrategias políticas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The article explains and gathers various analysis variables for the theoretical understanding of the political marketing and its incidence over democracy. The text sustains that the influence of the political marketing on the democracy happens through its affectation in the environment of the political communication. It exposed, from an economic interpretation, the way the parties have moved away from the ideological positions to maximize the number of votes; it also considers that this technique impacts in the internal structure of the political parties, in their political strategies.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[democracia]]></kwd>
<kwd lng="es"><![CDATA[comunicación política]]></kwd>
<kwd lng="es"><![CDATA[procesos electorales]]></kwd>
<kwd lng="es"><![CDATA[partidos políticos]]></kwd>
<kwd lng="es"><![CDATA[marketing político]]></kwd>
<kwd lng="en"><![CDATA[democracy]]></kwd>
<kwd lng="en"><![CDATA[political communication]]></kwd>
<kwd lng="en"><![CDATA[electoral processes]]></kwd>
<kwd lng="en"><![CDATA[political parties]]></kwd>
<kwd lng="en"><![CDATA[political marketing]]></kwd>
</kwd-group>
</article-meta>
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