Marketing as a strategy for urban and regional development

ABSTRACT

Marketing can provide a region with various strategies through urban and territorial planning that enhances the market for its resources, the vocation of the land and human capital in the face of development for the social well-being of the inhabitants. This is a term that has taken hold on the planet. It acts as a process that brings benefits and advantages between organizations or regions that are not yet known. Examples of its practice are being demonstrated in government decisions and economic unions in Latin America and the Caribbean, who, after the COVID -19 pandemic, have resorted to different marketing strategies to reactivate economies, territories and the different necessary activities for the population. This work aims to show how the marketing strategy provides benefits to urban and territorial development with the positioning of the city brand in the markets and consumers of goods and services. As a strategic tool, it can be taken advantage of from the organizational planning of the regions, as well as from business ventures that have not yet been exploited.