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...
| Autor Principal: | Burbano Vallejo, Edy Lorena |
|---|---|
| Otros Autores: | González Cabo, Verena, Murgueitio, Magdalida, Cruz, Luis Fernando, Moreno, Eugenio |
| Formato: | info:eu-repo/semantics/article |
| Idioma: | spa |
| Publicado: |
Universidad de San Buenaventura - Cali
2017
|
| Materias: | |
| Acceso en línea: |
0123-5834 |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| Sumario: |
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. |
|---|