Bogotá: Between Identity and Urban Marketing

Abstract

Over the last few years, urban marketing has become an additional instrument for strategic management and planning involved in the context of city competitiveness, as a way to respond to the need to attract investment, business, and tourism. The article adopts a critical perspective in order to address the nature, types, and scope of urban marketing. The empirical part of the article analyzes the internal and external promotion campaigns carried out by the diferent administrations of Bogotá over the past fifteen years. These campaigns feature a certain degree of continuity and logical sequence insofar as they first focus on the promotion and consolidation of an internal city image that is more or less shared by entities and citizens, and then go on to project that image outwardly by directly addressing the requirements for competitiveness among cities.

Keywords

• gestión urbana
• marca de ciudad
• marketing de ciudad
• marketing urbano
• planificación estratégica