Marketing de ciudades y "Place Branding"

  1. Muñiz Martínez, Norberto
  2. Cervantes Blanco, Miguel
Journal:
Pecunia: revista de la Facultad de Ciencias Económicas y Empresariales
  1. Placer Galán, José Luis (coord.)

ISSN: 1699-9495

Year of publication: 2010

Issue Title: Studia mercatoria legionensia: Miscelánea de Marketing

Issue: 1

Pages: 123-149

Type: Article

DOI: 10.18002/PEC.V0I2010.767 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Pecunia: revista de la Facultad de Ciencias Económicas y Empresariales

Abstract

This paper analyse the emerging concepts of city marketing and place branding. The concept of identity is studied as a starting reference from which to develop an urban marketing strategy, which is conceived within a context broader strategic management approach, and encompasses a physical regeneration or urbanization transformation, and infrastructure and social aspects. This strategic process ends with creating an urban communication through elements such as slogans and logos. We study the general evolution emphasis on key urban issues, from infrastructure and industrial aspects towards values and creativity. In addition, issues arising from the urban symbolism are also explored, as well as the development of urban networks, and thematic networks of cultural visibility.

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