Marketing territorial, una alternativa para la competitividad y el posicionamiento regional: caso de estudio La Unión, Zarzal y Cartago
A feature of the modern world is the high competitiveness in all fields. In the first instance, the world developed products and achieved high levels of competitiveness in them. Subsequently, this concept was transferred to the services that gave them the form of a product to make them attractive an...
- Autores:
-
Burbano Vallejo, Edy Lorena
González Cabo, Verena
Murgueitio, Magdalida
Cruz, Luis Fernando
Moreno, Eugenio
- Tipo de recurso:
- Fecha de publicación:
- 2013
- Institución:
- Universidad de San Buenaventura
- Repositorio:
- Repositorio USB
- Idioma:
- spa
- OAI Identifier:
- oai:bibliotecadigital.usb.edu.co:10819/5301
- Acceso en línea:
- http://hdl.handle.net/10819/5301
- Palabra clave:
- Marketing territorial
Territorio
Competitividad
Desarrollo local
Territorial marketing
Territory
Competitiveness
Local development
Análisis de mercadeo
Territorio nacional
Competitividad - Colombia
Desarrollo local
- Rights
- License
- Atribución-NoComercial-SinDerivadas 2.5 Colombia
| Summary: | A feature of the modern world is the high competitiveness in all fields. In the first instance, the world developed products and achieved high levels of competitiveness in them. Subsequently, this concept was transferred to the services that gave them the form of a product to make them attractive and - why not? - competent. However, in recent years the leaders of territorial entities have understood that this technology developed for products and services could be used to exalt the benefits of certain regions, as is the case of vineyards in Europe and in that sense it should be noted that many regions in the world have turned their name into a brand, to the point of affirming that the existence of successful local development processes without a strong identity component is not possible. The emphasis on the identity of the territory can have a strategic meaning: "it is possible to make the territorial identity and its valorization an indispensable element that will ensure the regions sustained development". Therefore, the tools used in territorial marketing involve investigating, assessing and promoting the territory with the aim of stimulating local development. This activity must become a response of the region to the process of globalization. |
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