|
Marketing de ciudades y territorios
SUMMARY
Urban marketing is a highly topical subject. In market-driven economies, cities are market-places too. As a result, cities must put themselves in a position to market their resources intelligently and gain competitive advantages to create new firms and maintain their existing economic base. In local government practice, the term “urban marketing” is applied to wide range of activities. Our view is that if one consider the city as a source of goods and services and the residents, the tourists and business/industry sectors as consumers of these goods and services, that much practical value can be obtained from analyzing the cities within a marketing model, and that meaningful changes can be made to produce efficient community development utilizing marketing methods. Marketing strategy is how the cities chooses to allocate its resources to meets customers needs and achieve competitive advantage.
«The Systems of Urban Indicators as support to the decision making of Marketing in the urban management»
JOSÉ A. PANCORBO DE SANDOVAL
JUAN DELGADO
The present article tries to disclose and to interchange experiences in the evaluation of the urban management made by diverse organizations and experts of territorial strategic planning of diverse European and Latin American countries with the purpose in addition, to establish relations and bonds that allow to enrich the debate and reflection on the present and future urban management. The present work constitutes an important part of a doctoral thesis project that is in phase of culmination in the University of Leon, Spain.
The vision of the urban management is exposed from the point of view of Marketing.
It is tried with it a double objective: to stress the necessity of interventions on the city that could impel, transform or give dynamism to the tendencies considered "natural", non desirable for the future of the cities. Secondly, they are exposed some of the main considerations that the authors have on the paper of a system of urban indicators in the decision making in territorial the strategic planning.
The cities begin to play an important geopolitical role within the framework of the present economic globalization. In the face of the evident backward movement of the states- nation, the cities establish new relations of collaboration and competition to each other, to the margin of their nationality, always trying to attract new investments the time that bid up to improve the conditions of life of their citizens. In this sense, the principles of marketing can extend with benefit to the scope of the urban management integrating itself in the interdisciplinar vision that this one demands. Always assuming the social function of the management of the city and from the own vision of marketing it can be developeda strategy of communication adapted to the possibilities and necessities of the city that takes shape in the forge and diffusion of a mark image directly related to its identity, thus contributing to its development within the effective framework
«The Industrial and Cultural Heritage: an structural key in the Marketing of cities and territories»
MIGUEL ÁNGEL ÁLVAREZ ARECES
The city is a contradictory and complex reality, it requires a global supply. The main target of marketing is not other that the optimization of the relation between companies and clients and the maximization of the mutual satisfaction. The city is a supply that does not have to be understood like a «sale», but like a place to establish positive interchanges for its citizens (clients), its regions and countries.
The community innovating development policies achieve a higher profile with the Industrial heritage, like new cultural good, next to the classic historical heritage, are structural keys that need new processes marketing of the city. The landscaping values, the industrial tracks and the artistic inheritances acquire an expensive sense to the future that exceeds aesthetic or the temporary thing. A bet and an opportunity that need an investment of values and a reframing of the imaginary group.
«Urban development, culture of mark and citizen participation»
GABRIEL FERNÁNDEZ
SERGIO PAZ
The new global conjuncture has come accompanied by the process of competitions´ descentralization in the public management, added to the economic- political battle that has finished with the old BeneficientState. Urbanism of development has made way to a selective and located management, with strategic value and symbolic meaning. In the face of these new challenges the approach of the city Marketing appears like very adaptable, plastic and operative. Its main function consists on the development of an image of public acceptance accompanied with the creation of a territorial mark that could be expressed through the consumption of its products. This one, as well, must gather the citizen creativity by means of suitable mechanisms that will assure their diffusion, development and lasting. The pursuit on the part of the administrators of such processes can channel them through a culture of mark.
At the present time the Countries in Latin America display an accelerated process of urbanization that does not respond to a harmonic development of all its components, causing problems of enviromental deterioration which have not been taken care of adequately. On the same token, the processes of urban planning have been oriented to privilege the answers of quantitative order to take care of the necessities for space and services of the population without incorporating criteria of qualitative type that allow to control the impacts of growth in the existing population and the search of improvements in the quality of urban life.
Therefore it is urgent the search of options and models of planning and management that privilege a sustainable local development with emphasis in the communitarian participation and the fairness like principles that characterize the different stages and products from the process of sustainable development and that contributes to the profit of communities that respond to the true necessities of the people who live there.
The aim of this study is to analyse the effect of the territory on the decision-making process of international students. We focused especially on the influence exerted by the image of destination town on the evaluation of the academic program. This study showed that it does exist a positive relation between the students’ apparent image of the town and the perceived quality of the academic program. At the same time we identified the main attributes which influence on the image of the town in the mind of the potential students. These are, from major to minor: student environment, student offer variety, international environment, safety and lastly the diversity of cultural offer and leisure.
«Towards a legible tourist-historical city. The challenge of Puebla de los Ángeles (México)»
PATRICIA DOMÍNGUEZ SILVA
ALICIA BERNARD MENNA
This paper shows the problematic regarding to the historical city of Puebla de los Angeles, Mexico. Nevertheless Puebla de los Angeles has a magnificent historical center with a great worth heritage this site presents some problems related to the touristic perspective, like a low rate of visitation and a very short length of staying at the historical center. Based on a touristic itinerary, three variables were evaluated in order to understand the problematic of the city from the touristic perspective. The results showed how difficult is, from tourist point of view, to put in context the symbolic value of the historical center.The second part of this paper shows the efforts undertaken by the authorities of the city, under the program Gran Vision Puebla 2031, in order to achieve that this city could be understood and legible as for inhabitants and tourists as well.
«City Management & City Marketing -The special role of City Marketing in City Management»
PAULA MARIANA D´ORSI
The knowledge of City Marketing is essential part of the competences that the City Management must possess; it is the specific vehicle in order to manage policies of urban development because it focalize on the demands side of the request of urban products from the point of view of the inhabitants, of the firms, of the tourists, etc. The correct application of the principles of City Marketing allows to guide the development of City Management into the more appropriate direction guaranteeing the communication between the suppliers of the services (public administration) and those people which utilize these services (the citizens). The success of these strategies depends on the presence of a general VISION by all approved and from the ideation of a STRATEGY able to catch up the objectives established by the City Management vision.
The city of Medellín is in transformation. Conscious of the new global reality it is a dazzling example of the capacities of the Marketing of cities and territories to generate a new image of city. This one allows, already today, to take advantage of and to direct to the flows and direct foreign investment as much to fortify that image in the outside improving the national and international positioning of Medellín like confronting the social problems that urge it making of her a model of social reconstruction. This policy can be stated in the diverse strategic projects that have been started and the manifold economic and social indicators of the last years.
At the present time thecitymarketing projectsare associated to great cities, capitals or important regions ofdeveloped countries with traditional protagonism as much in our discipline as in the geopolitical plane. Nevertheless, citymarketing is also applicable to cities or regions in disadvantage that fight to break historical inertias that have not
been modified. The cities of Medellín, in Colombia, and of ObregónCity, in Mexico, do not share their property to a country but a culture and a similar situation in the present globalizer context. Only accepting the situation of the market and starting off of the
Marketing of cities as common platform they would fulfill their objectives ofrecovery in the mid term.
|
Envía
este documento
