Consideraciones ecológicas en el marketing de ciudades: análisis del caso Madrid 2012 ciudad olímpica.

Abstract

City competitiveness could be understood as the capacity to generate such a physical, technological, social, environmental and institutional context able enough to attract and develop economic activities generating richness and employment. Based on Porter´s theoretical framework, supporting that cities are in competition and considering Madrid 2012 nomination to the Olimpic Games as case study, ecology is presented as a tool of city marketing.

Keywords

• competitividad, marketing de ciudades, ecología.