Electoral campaigns are becoming increasingly important in disputes for power. In a time of global crisis of political representation, high electoral volatility and unpredictable results, the key question is: how to attract voters. In this book the authors propose that political strategy and electoral strategy are not separable. The marketing and social research tools available are necessary, but not sufficient, since politics continues to be the fundamental element in the representatives-citizens mediation. Based on rigorous research work and from one's own experience, these pages offer a box of theoretical and practical tools to implement a professional electoral campaign, which includes guidelines for the study of public opinion, the definition of the strategy and the preparation of messages, to the organization of teams, relations with the media and the digital campaign.