Teoría y metodología para el estudio de la mercadotecnia urbana

Abstract

In the globalized and competitive world of today, large cities must face important challenges in order to have comparative advantages over their competitors. Twenty-first century cities must be able to increase their resources and provide quality services to residents and visitors. To achieve its own identity, reputation and a distinctive and solid brand, urban marketing becomes a fundamental and unavoidable instrument in the management and organization of cities.