La investigación acción participativa (IAP) en el marketing político 3.0. La inteligencia emocional intrapersonal e interpersonal en el caso de podemos y ciudadanos
- Reyero Simón, Laura 1
- Cordero Verdugo, Raquel Rebeca 1
- Vargas Delgado, José Jesús 1
- 1 Universidad Europea de Madrid (UEA), España.
ISSN: 0482-5276, 2215-2601
Year of publication: 2020
Issue Title: Resistencias populares ante el poder
Issue: 167
Pages: 207-226
Type: Article
More publications in: Revista de ciencias sociales
Abstract
This article states that the application of the Participative Action Research (PAR) methodology is appropriate and useful as a market research instrument in the marketing field. par was, so far, only recognized in the field of education, except for authors such as Moreno (2005). The main research of this article, which was carried out between 2014 and 2016, confirmed the creation and consolidation of a new paradigm: Political Marketing 3.0.