<?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>0124-4639</journal-id>
<journal-title><![CDATA[Revista Universidad y Empresa]]></journal-title>
<abbrev-journal-title><![CDATA[rev.univ.empresa]]></abbrev-journal-title>
<issn>0124-4639</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Rosario]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-46392017000100009</article-id>
<article-id pub-id-type="doi">10.12804/http://revistas.urosario.edu.co/index.php/empresa/article/view/4552</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Del marketing político o las comunidades de morco. Un estudio comparativo de partidos políticos en Bogotá D.C.]]></article-title>
<article-title xml:lang="en"><![CDATA[From Political Marketing to Brand Communities. A Comparative Study of Political Parties in Bogotá D.C.]]></article-title>
<article-title xml:lang="pt"><![CDATA[Do marketing político às comunidades de marca. Um estudo comparativo de partidos políticos em Bogotá D.C.]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López Rodríguez]]></surname>
<given-names><![CDATA[Campo Elias]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ortegón Cortázar]]></surname>
<given-names><![CDATA[Leonardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad ECCI  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
</aff>
<aff id="Af2">
<institution><![CDATA[,Institución Universitaria Politécnico Grancolombiano Facultad de Mercadeo, Comunicación y Artes ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<volume>19</volume>
<numero>32</numero>
<fpage>9</fpage>
<lpage>35</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-46392017000100009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-46392017000100009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-46392017000100009&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El marketing político es concebido como una práctica para estudiar, satisfacer y gestionar las demandas del mercado electoral. Desde dicho punto de vista, se hace pertinente examinar las relaciones entre dicho fenómeno y el concepto de comunidades de marca, debido a su especial trascendencia para la gestión con militantes a partir de características y valores comunes. Para tal fin, este estudio investigó la relación entre dichas variables. Se empleó un diseño descriptivo relacional a partir de un muestreo no probabilístico por cuotas con 384 militantes. Los hallazgos sugieren rasgos determinantes que caracterizan a estas comunidades políticas presentes en Bogotá, D.C.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Political marketing is conceived as a practice to study, meet and manage the demands of the electoral market, from that point of view, it becomes relevant to examine the relationship between this phenomenon and the concept of brand communities because of their special importance for the management with militants from characteristics and common values. To this end, this study investigated the relationship between these variables. A relational descriptive design from a non-probability quota sampling was used with 384 militants. The findings suggest determining features that characterize these political communities in Bogotá, DC.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO O marketing político é concebido como uma prática para estudar, satisfazer e gerir as demandas do mercado eleitoral, desde dito ponto de vista, se faz pertinente examinar as relações entre dito fenômeno e o conceito de comunidades de marca devido à sua especial transcendência para a gestão com militantes a partir de características e valores comuns. Para tal fim, este estudo investigou a relação entre ditas variáveis. Empregou-se um desenho descritivo relacional a partir de uma amostragem probabilística por cotas com 384 militantes. Os achados sugerem rasgos determinantes que caracterizam a estas comunidades políticas presentes em Bogotá, D.C.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marca]]></kwd>
<kwd lng="es"><![CDATA[construcción de valor]]></kwd>
<kwd lng="es"><![CDATA[comunidades de marca]]></kwd>
<kwd lng="es"><![CDATA[mercadeo político]]></kwd>
<kwd lng="en"><![CDATA[Brand]]></kwd>
<kwd lng="en"><![CDATA[construction of value]]></kwd>
<kwd lng="en"><![CDATA[brand communities]]></kwd>
<kwd lng="en"><![CDATA[political marketing]]></kwd>
<kwd lng="pt"><![CDATA[Marca]]></kwd>
<kwd lng="pt"><![CDATA[construção de valor]]></kwd>
<kwd lng="pt"><![CDATA[comunidades de marca]]></kwd>
<kwd lng="pt"><![CDATA[marketing político]]></kwd>
</kwd-group>
</article-meta>
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