TY  - JOUR
T1  - City marketing y deporte
A1  - Vargas Olarte, Carlos Eduardo
YR  - 2012
UL  - http://biblioteca.ararteko.eus/Record/dialnet-ar-18-ART0001470396
AB  - 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. 
KW  - Eventos
KW  - city marketing
KW  - deporte
KW  - branding city
KW  - place branding
KW  - Events
KW  - sports
KW  - city branding
KW  - esporte
ER  -