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Una aproximación al estudio de la marca ciudad. Aplicación a la ciudad de Almería

 

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Opened Access Una aproximación al estudio de la marca ciudad. Aplicación a la ciudad de Almería
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Author: Segovia López, Cristina
Gómez Molina, Francisco
Coordinator/Director: Rondán Cataluña, Francisco Javier
Date: 2017
Published in: XXIX Congreso de Marketing AEMARK (2017), p 1300-1305
ISBN/ISSN: 978-84-17129-34-7
Document type: Presentation
Abstract: El marketing de ciudades conforma un interesante instrumento estratégico para facilitar a las ciudades la satisfacción de las exigencias de sus diferentes públicos objetivo, a través del diseño y ejecución de procesos de creación y transmisión de va...
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City marketing represents an interesting strategic tool in order to facilitate cities the satisfaction of the demands of their different target groups, through the design and execution of processes of creation and transmission of value, looking for the improve of their competitive positioning. Thus, the ability to develop a city-branding, by linking with its main essence in terms of history, culture and benefits that define it, can improve the competitiveness of a city, enhancing those elements that make it unique or different from other competitive cities. In particular, the province of Almeria suffers from notable deficiencies in infrastructure and communications, coupled with the positioning of some of its competing cities, suggest the need to reflect on this ongoing work the positioning of its offer and the degree of satisfaction that the different target publics possess with the city.
Cite: Segovia López, C. y Gómez Molina, F. (2017). Una aproximación al estudio de la marca ciudad. Aplicación a la ciudad de Almería. En XXIX Congreso de Marketing AEMARK (1300-1305), Sevilla: ESIC.
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Format: PDF

URI: https://hdl.handle.net/11441/78129

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