MARKETING policy Carlos Mora Vanegas we cannot ignore the significance and scope that marketing plays in political activity, more if you want to obtain results that favour those who really know how it to use. The cost of the political activity of his campaign, is impressive what is invested in it, in order to achieve the proposed goals. It should not surprise us that points, on par with the relative success of incorporation of this discipline in the electoral political field, appeared a series of publications and writings dealing with reporting on the best techniques and strategies that candidates and parties must use to reach power. Prof. Andres Valdez Zepeda, Universidad de Guadalajara of Mexico, gives us information, that is the field of study of political marketing are infinite in so far as the political phenomena linked with the process of legitimacy, access and permanence of persons and groups in the structures of political power also. Its dynamism, diversity and constant renewal makes political marketing discipline that allows only an incomplete approximation of reality. However, as a first approach one can say that the object of study of political marketing is limited to the analysis of five fundamental areas: the process of political exchange that occurs between individuals and political formations before the democratic renewal of public representation; the process of political communication between elites and citizens at election time; (efforts) campaigns electoral politician and proselytising and strategy plans accompanying them; the process of access to power and legitimation of the elites; and market or sociopolitical diagnostic studies. These areas of study unfold in other major series such as public image and opinion analyses, surveys, propaganda strategies, campaign plans, the persuasion of the elector, segmentation of the market, forms as it receives and processes the elector communicative stimuli, political culture and psychology of masses and the theories of human behavior in society, among others.