dc.contributor.editor | Díez de Castro, Enrique Carlos | es |
dc.contributor.editor | Brândao, Elísio | es |
dc.creator | Marcos, Anabela Maria Bello da Silveira Baptista de Figueiredo | es |
dc.date.accessioned | 2018-11-27T15:03:34Z | |
dc.date.available | 2018-11-27T15:03:34Z | |
dc.date.issued | 2005 | |
dc.identifier.citation | Marcos, A.M.B.d.S.B.d.F. (2005). O marketing operacional das cidades. En Cities in competition. XV Spanish-Portuguese Meeting of Scientific Management (677-692), Sevilla: Universidad de Sevilla. | |
dc.identifier.isbn | 84-96378-10-1 | es |
dc.identifier.uri | https://hdl.handle.net/11441/80577 | |
dc.description.abstract | O Marketing de Cidades deve ter em consideração os novos desafios que as cidades têm que enfrentar
no novo milénio, utilizando conceitos e ferramentas de marketing semelhantes aos utilizados pelas
empresas orientadas para o cliente. A principal finalidade do marketing de cidades reside, quer em
responder às necessidades dos cidadãos, quer em melhorar, a curto prazo, a qualidade global da cidade
e a sua posição competitiva.
Desta forma, a gestão das cidades deve utilizar ferramentas capazes de ajudar a alcançar os seus
objectivos com eficiência, isto é, com o menor custo de recursos, criando valor para os seus clientes,
de forma a proporcionar uma vantagem competitiva duradoura. Nesta perspectiva, a filosofia actual de
marketing orientada para o conhecimento das necessidades dos clientes torna-se numa ferramenta
necessária para a gestão estratégica das cidades.
Neste trabalho, é nossa intenção desenvolver as variáveis que definem o marketing operacional das
cidades. | es |
dc.description.abstract | City Marketing must take into consideration new challengers that the city has to face in the new
millennium, using concepts and tools of marketing similar to the ones used by enterprises directed at
customers. The main purpose of the marketing of cities resides in answering the necessities of the
citizens and in improving, in the short-term, the global quality of the city and its competitive position.
Thus, the management of the cities must use tolls of helping to reach its objectives with efficiency that
is, with the least cost of resources, creating value for its customers and providing in this way a lasting
competitive advantage. In this perspective, the current philosophy of marketing guided by the
knowledge of the necessities of the customers becomes a necessary tool for the strategic management
of the cities.
It is our intention, with this work, to develop the variables that define the operational marketing of the
cities. | es |
dc.format | application/pdf | es |
dc.language.iso | por | es |
dc.publisher | Universidad de Sevilla | es |
dc.relation.ispartof | Cities in competition. XV Spanish-Portuguese Meeting of Scientific Management (2005), p 677-692 | |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 Internacional | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.subject | Cidades | es |
dc.subject | Marketing Operacional | es |
dc.subject | Cities | es |
dc.subject | Operational Marketing | es |
dc.title | O marketing operacional das cidades | es |
dc.type | info:eu-repo/semantics/conferenceObject | es |
dc.type.version | info:eu-repo/semantics/publishedVersion | es |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | es |
idus.format.extent | 16 p. | es |
dc.publication.initialPage | 677 | es |
dc.publication.endPage | 692 | es |
dc.eventtitle | Cities in competition. XV Spanish-Portuguese Meeting of Scientific Management | es |
dc.eventinstitution | Sevilla | es |
dc.relation.publicationplace | Sevilla | es |