Development and territory branding: loyalty of the worldview of cities to create cultural exchange and recognition of identity

• Graterol Rivas, Modesto Eloi ^[1]
  1. [1] Universidad De Santander

     Universidad De Santander

     Colombia

     
• Localización: Salud, Ciencia y Tecnología - Serie de Conferencias, ISSN-e 2953-4860, Vol. 2, Nº. 0, 2023 (Ejemplar dedicado a: Salud, Ciencia y Tecnología - Serie de Conferencias)
• Idioma: inglés
• Enlaces
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• Resumen

  • The general objective of the research is to analyze the development and territory brand: fidelization of the worldview of cities to create cultural exchange and recognition of identity. In this sense, the historical journey of Local Development is described from the economic-dominant thought and its relationship with Marketing, from a critical, inductive-descriptive methodology. One of the outstanding features of the late 20th century is the emergence of the spatial dimension as a fundamental referent of the economy and politics, both nationally and globally. In this sense, spatial variables are increasingly determinant with the location of production, trade flows and sociopolitical aspects of development. Also in Latin America, as in the rest of the world, a new spatial logic is permeating economic, political and social processes, constituting a fundamental concern of Marketing management, aimed at achieving business objectives of the territories through Brand-Territory.