Resumen

RINCON M., Derlisiret  y  ROMERO P., María Gracia. Marketing Strategies for the Electronic Administration of the Mayorship of Maracaibo Municipálity. Revista de Ciencias Humanas y Sociales [online]. 2004, vol.20, n.45, pp.73-97. ISSN 1012-1587.

The purpose of this research was ro elaborate digital marketing strategies in the education sector for the electronic administration of the Mayorship of Maracaibo Municipality. It is descriptive, cross-sectional and non experimental research. The primary information was successfully obtained by means of the application of two interviews, one open and the other semistructured and appied to a key informant wthin the Mayors office in Maracaibo and to the directors of the three major sectors of the education sector: public, subsidized and private respectively. The study revealed that 77% of the sample did not know the Electronic Government call number, since the Mayors office lacks the tools and promotional efforts to communicate the benefits of this new service. For this reason, it is recommended that the technological platform of the schools be strengthened and that the presence of government on-line in the Mayors office be promoted, by digital publicity and with conventional promotion and publicity in order to promote among youth the benefits of this program in the XXI century. Finally, this paper considers several strategies in order to answer the general objective of this work.

Palabras clave : New information technologies; electronic government; promotion and publicity; marketing..