The study and implementation of the electoral campaigns in Chile and latin america is giving its first steps, so that the development of profesionals in the área and the analysis of the planification processlacks of the relevance that should have. In this paper it will report the results of a qualitative research, that analyzed the relevance that have the different stages of the strategic process of planning an electoral campaign and its impact in the final results of the first round of the 2017 chilean presidential campaign, specifically the cases of the candidates Marco Enríquez-Ominami, Alejandro Guillier, Alejandro Navarro y Beatriz Sánchez. It was consulted through semi-structured interviews to the presidentials candidates, advisors and campaign managers, it were defined some key themes related to the planification procces of each campaign asociated to a candidacy. Thus, the anal...