City marketing y deporte

dialnet-ar-18-ART0001470396

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Revista Criterio Libre Jurídico, ISSN 1794-7200, Vol. 9, Nº. 2, 2012 (Ejemplar dedicado a: Criterio libre jurídico Julio - Diciembre), pags. 57-94

Spanish

Eventos
city marketing
deporte
branding city
place branding
Events
city marketing
sports
city branding
place branding
Eventos
city marketing
esporte
city branding
place branding

Eventos
city marketing
deporte
branding city
place branding
Events
city marketing
sports
city branding
place branding
Eventos
city marketing
esporte
city branding
place branding
Vargas Olarte, Carlos Eduardo
City marketing y deporte

From the perspective of what must be and what, the holding of sports events leads us to consider their relation to the strategic vision of a city, a development plan, a city marketing plan, as well as city branding strategies and management in order to establish synergies among identity, image, the perception of a city and its economic aspects, urban planning and development, socioeconomic development, social wellbeing, environmental management, healthcare, safety, transportation, and the public policy for sports. It also makes us consider how sports events, city marketing plans, city branding strategies, and city management should be incorporated into an urban development process - in the mid- and long-term - following a market-oriented management approach (new public management) to facilitate the development of value-added sports products and services for internal and external customers that would be appealing as possibilities of current and future experiences, relationships, and exchanges a city can offer. The fundamental purpose of this article is to contribute to a reflection on the need to consider the potential for development, risks, and problems as well as the possibilities of success in the planning of sports events, including the capacity to organize, develop, and monitor the integration of sports and urban marketing policies through the lens of city marketing and sports. To this end, it provides illustrative examples of various city marketing and sports management approaches and models based on the examination of six experiences with the organization of mega sports events. 

Article

Vargas Olarte, Carlos Eduardo

Vargas Olarte, Carlos Eduardo

Vargas Olarte, Carlos Eduardo

City marketing y deporte

City marketing y deporte

City marketing y deporte

City marketing y deporte

City marketing y deporte

city marketing y deporte

2012

https://dialnet.unirioja.es/servlet/oaiart?codigo=7830049

1709755141648809984

dialnet-ar-18-ART00014703962021-08-11City marketing y deporteVargas Olarte, Carlos EduardoEventoscity marketingdeportebranding cityplace brandingEventscity marketingsportscity brandingplace brandingEventoscity marketingesportecity brandingplace brandingFrom the perspective of what must be and what, the holding of sports events leads us to consider their relation to the strategic vision of a city, a development plan, a city marketing plan, as well as city branding strategies and management in order to establish synergies among identity, image, the perception of a city and its economic aspects, urban planning and development, socioeconomic development, social wellbeing, environmental management, healthcare, safety, transportation, and the public policy for sports. It also makes us consider how sports events, city marketing plans, city branding strategies, and city management should be incorporated into an urban development process - in the mid- and long-term - following a market-oriented management approach (new public management) to facilitate the development of value-added sports products and services for internal and external customers that would be appealing as possibilities of current and future experiences, relationships, and exchanges a city can offer. The fundamental purpose of this article is to contribute to a reflection on the need to consider the potential for development, risks, and problems as well as the possibilities of success in the planning of sports events, including the capacity to organize, develop, and monitor the integration of sports and urban marketing policies through the lens of city marketing and sports. To this end, it provides illustrative examples of various city marketing and sports management approaches and models based on the examination of six experiences with the organization of mega sports events. Sob a perspectiva do deve ser, o quê; a realização dos eventos esportivos se refere a considerar sua relação com a visão estratégica da cidade, o plano de desenvolvimento, o Plano de City Marketing, as estratégias e a gestão de city branding, para estabelecer as sinergias entre identidade, imagem e percepção da cidade com aspetos econômicos, de planejamento e desenvolvimento urbano, desenvolvimento socioeconômico, bem estar social, gestão do meio ambiente, a saúde, a segurança e a mobilidade com a política pública do esporte. Do mesmo modo, em como deverá ser integrado o evento, o Plano de City Marketing, as estratégias e a gestão de city branding com o processo de desenvolvimento urbano –a médio e longo prazo–, em um modelo de gestão transversal (New Public Management) para facilitar o desenvolvimento de produtos e serviços esportivos com valor agregado para os clientes internos e externos, como atrativos e possibilidades das experiências –atuais e futuras–, relações e intercâmbios oferecidos pela cidade. O propósito fundamental é contribuir para a reflexão sobre a necessidade de considerar, no planejamento dos eventos esportivos, tanto o potencial de desenvolvimento, os riscos, os problemas, como as possibilidades de sucesso, bem como a capacidade de organizar, desenvolver e monitorar a integração do esporte com a política de Marketing Urbano através das abordagens do City Marketing e Esporte. Para o efeito, são ilustradas as abordagens e modelos de gestão de City Marketing e Esporte, através do exame de seis experiências da celebração de mega eventos esportivos.Bajo la óptica del deber ser, el qué; la realización de los eventos deportivos remite a considerar su relación con la visión estratégica de la ciudad, el plan de desarrollo, el Plan de City Marketing, las estrategias y la gestión de Branding City, para establecer las sinergias entre identidad, imagen y percepción de la ciudad con aspectos económicos, de planeación y desarrollo urbano, desarrollo socioeconómico, bienestar social, gestión del medioambiente, la salud, la seguridad y la movilidad con la política pública del deporte. Igualmente, en cómo debe integrarse el evento, el Plan de City Marketing, las estrategias y la gestión de Branding City con el proceso de desarrollo urbano –a mediano y largo plazo–, dentro de un modelo de gestión transversal (New Public Management) para facilitar el desarrollo de productos y servicios deportivos con valor agregado para los clientes internos y externos, como atractivos y posibilidades de las experiencias –actuales y futuras–, relaciones e intercambios que ofrece la ciudad. Propósito fundamental es contribuir a la reflexión sobre la necesidad de considerar en la planeación de los eventos deportivos, tanto los potenciales de desarrollo, los riesgos, los problemas, como las posibilidades de éxito, así como la capacidad de organizar, desarrollar y monitorear la integración del deporte con la política de Marketing Urbano a través de los enfoques del City Marketing y Deporte. Para el efecto, se ilustran los enfoques y modelos de gestión de City Marketing y Deporte, a través del examen de seis experiencias de la celebración de megaeventos deportivos.2012text (article)application/pdfhttps://dialnet.unirioja.es/servlet/oaiart?codigo=7830049(Revista) ISSN 1794-7200Revista Criterio Libre Jurídico, ISSN 1794-7200, Vol. 9, Nº. 2, 2012 (Ejemplar dedicado a: Criterio libre jurídico Julio - Diciembre), pags. 57-94spaLICENCIA DE USO: Los documentos a texto completo incluidos en Dialnet son de acceso libre y propiedad de sus autores y/o editores. Por tanto, cualquier acto de reproducción, distribución, comunicación pública y/o transformación total o parcial requiere el consentimiento expreso y escrito de aquéllos. Cualquier enlace al texto completo de estos documentos deberá hacerse a través de la URL oficial de éstos en Dialnet. 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