Download - MARKETING TERRITORIAL
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MarketingTerritorial:
aunque nos llegue tarde…
Efrén Barrera Restrepo, PhD
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Temas1. De qué hablamos
cuando decimosmarketingterritorial?
2. Un poco dehistoria
3. Por quémarketingterritorial?
4. Inserción en losplanes dedesarrollo
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Denominaciones
• City marketing• Marketing place• Mercadotecnia urbana• Marketing de ciudades• Mercadotecnia de
localidades• Marketing municipal• Marketing territorial
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Dos libros
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Marketing territorial:interdisciplinarioMarketing territorial:interdisciplinario
Planeaciónestratégica de
marketing
DesarrolloDesarrollo
ComunitarioComunitario
DiseñoDiseño
UrbanoUrbano
DesarrolloDesarrollo
UrbanoUrbano
TurismoTurismo
PlanificaciPlanificaciónón
UrbanaUrbana
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Desarrollo Comunitario
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Diseño urbano
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Planificación urbana
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Desarrollo económico
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Turismo
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planeación estratégica de marketing
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Boston / Porter
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Problemas delas localidades
• Emigraciones• Infraestructura
vieja• Desempleo• Traslado de
industrias• Inseguridad• …
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Un poco de historia
Años treinta: industrias + negociosAños treinta: industrias + negocios
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Años sesenta: ventas
Pittsburg
Cleveland
Philadelphia
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Años ochenta:Objetivos culturales y artísticos
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Años noventa: Competitividad
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Europa
Alemania
Holanda
Bélgica
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España 1980 - Barcelona - 1992Juegos Olímpicos
España 1980 - Barcelona - 1992Juegos Olímpicos
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Los noventa - Bilbao
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Hong KongSingapur
Corea del Sur Taiwán
Los tigres asiáticos
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PekinPekinPekin
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AméricaLatina
Bolivia
ChileArgentina
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• Revistatecnológicaadministrativa
• UniversidadExternado
• U de A
Colombia
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Congresosdel 2000
• Cali• Medellín• Pereira• Bucaramanga• Villavicencio• Ibagué
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Por qué marketing territorial?
GlobalizaciónDescentralización
Nueva Gestión Públicaón
DescentralizaciónNueva Gesti
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Glocal
“pensarglobalmente y
actuarlocalmente”
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Uso de capitalesalternativos
• Cognitivo• Simbólico• Cultural• Institucional
• Psicosocial• Social• Cívico• Humano
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Inserción en losplanes de desarrollo
• Principios del marketingterritorial
• - publicidad - mkt político• + planeación• + estrategias y acciones• posicionamiento• empresa colectiva• compromiso de actores
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POTPlan de desarrollo
económico ysocial
Plan de mktterritorial
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