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In the globalized and competitive world of today, large cities must face important challenges in order to have comparative advantages over their competitors. Twenty-first century cities must be able to increase their resources and provide quality services to residents and visitors. To achieve its own identity, reputation and a distinctive and solid brand, urban marketing becomes a fundamental and unavoidable instrument in the management and organization of cities.

Teoría y metodología para el estudio de la mercadotecnia urbana