Marketing as a strategy for urban and regional development
DOI:
https://doi.org/10.5377/nexo.v34i05.13110Keywords:
marketing, strategy, development, region, urban planning, organizationsAbstract
Marketing can provide a region with various strategies through urban and territorial planning that enhances the market for its resources, the vocation of the land and human capital in the face of development for the social well-being of the inhabitants. This is a term that has taken hold on the planet. It acts as a process that brings benefits and advantages between organizations or regions that are not yet known. Examples of its practice are being demonstrated in government decisions and economic unions in Latin America and the Caribbean, who, after the COVID - 19 pandemic, have resorted to different marketing strategies to reactivate economies, territories and the different necessary activities for the population. This work aims to show how the marketing strategy provides benefits to urban and territorial development with the positioning of the city brand in the markets and consumers of goods and services. As a strategic tool, it can be taken advantage of from the organizational planning of the regions, as well as from business ventures that have not yet been exploited.
Downloads
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Array
This work is licensed under a Creative Commons Attribution 4.0 International License.
The authors who publish in Nexo Scientific Journal agree to the following terms:
- Authors retain the copyright and grant the journal the right of the first publication under the license Creative Commons Attribution License https://creativecommons.org/licenses/by/3.0/, which allows others to share the work with a recognition of the authorship of the work and the initial publication in Nexo Scientific Journal.
- Authors may separately establish additional agreements for the non-exclusive distribution of the version of the work published in the journal (for example, in an institutional repository or a book), with the recognition of the initial publication in Nexo Scientific Journal.
- Authors are allowed and encouraged to disseminate their works electronically (for example, in institutional repositories or in their own website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published works.
