Marketing para ciudades: las ciudades también se venden, las ciudades también son productos

Abstract

The modern management of cities demands their processing such as products whose operation results beneficial and favourable for managers and for the citizenship that enjoys them. That processing like a product requires using strategies derived from city marketing, which results indispensable in the current urban management. To check the level of adaptation and pertinence of the model developed in Lugo to the contemporary canons, we elaborated a scale of graduation – based on Likert’s model – for qualifying the mission and the vision of the managing entity, publics and relationships, the operational strategies and the control of the resources. The results point out to an optimum situation that, however, demands slight changes; we also propose alternatives for them.