<?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>1870-2333</journal-id>
<journal-title><![CDATA[Polis]]></journal-title>
<abbrev-journal-title><![CDATA[Polis]]></abbrev-journal-title>
<issn>1870-2333</issn>
<publisher>
<publisher-name><![CDATA[UAM, Unidad Iztapalapa, División de Ciencias Sociales y Humanidades, Departamento de Sociología]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1870-23332015000100119</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing político y profesionalización de las campañas electorales presidenciales del Partido Acción Nacional y del Partido de la Revolución Democrática, 1994-2006]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz Jiménez]]></surname>
<given-names><![CDATA[Oniel Francisco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma Metropolitan  ]]></institution>
<addr-line><![CDATA[Unidad Lerma ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2015</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2015</year>
</pub-date>
<volume>11</volume>
<numero>1</numero>
<fpage>119</fpage>
<lpage>168</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1870-23332015000100119&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1870-23332015000100119&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1870-23332015000100119&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo se centra en un aspecto comparativamente poco estudiado en la literatura sobre política en México, relativo al análisis de los cambios significativos en la organización, las tácticas y las estrategias de campaña del Partido Acción Nacional y del Partido de la Revolución Democrática en elecciones presidenciales (denominadas usualmente como profesionalización de las campañas), ocurridas durante las últimas dos décadas, y explora sus causas. El estudio muestra que la profesionalización de las campañas en México no sólo dependió de cambios a gran escala en el sistema político y en el sistema de medios de comunicación durante los noventa, sino también de los recursos y las características organizativas de los partidos políticos (factores específicos a los partidos).]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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).]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[partidos políticos]]></kwd>
<kwd lng="es"><![CDATA[cambio organizacional]]></kwd>
<kwd lng="es"><![CDATA[campañas electorales]]></kwd>
<kwd lng="es"><![CDATA[profesionalización de las campañas]]></kwd>
<kwd lng="es"><![CDATA[tácticas y estrategias de campaña]]></kwd>
<kwd lng="en"><![CDATA[political parties]]></kwd>
<kwd lng="en"><![CDATA[party change]]></kwd>
<kwd lng="en"><![CDATA[electoral campaigns]]></kwd>
<kwd lng="en"><![CDATA[professionalization of campaigns]]></kwd>
<kwd lng="en"><![CDATA[campaign tactics and strategies]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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