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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
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