Marketing de ciudades. Estrategias para el desarrollo de ciudades atractivas y competitivas en un mundo global [City marketing: strategies for the development of attractive and competitive cities in a global world], 2nd edition

摘要

The current competitive management of our cities begs certain important questions for their managers, who have to bring together the interests of residents, visitors and investors, in pursuit of attractive and appealing cities, cities that look to the future, with their own identity and making a statement about their values. In this vein, the marketing of cities has become a fundamental instrument at the service of local authority administration which, at times, has problems when putting concrete actions into practice. Strategic plans in cities are not easy to reach a consensus on and equally difficult to put into operation. This is why isolated marketing options are often taken up which do not respond to a well-defined strategy.