Marketing municipal: 1 (Spanish Edition) Book PDF, ePub eBook

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Book Descriptions:
Si las mejores empresas implantan estrategias de marketing para alcanzar sus objetivos y crear valor en los clientes, nada impide que el sector público local, con sus particularidades propias, también adapte e incorpore el marketing como una modalidad de management creativa e innovadora. Los ciudadanos son el fin último de toda administración pública. La satisfacción de sus demandas y la maximización del bienestar social constituyen los principios que fundamentan la acción política de nuestros gobernantes. Por esta razón, y al igual que sucede con el marketing empresarial, donde el cliente se sitúa en el centro de interés de las organizaciones, el marketing municipal, una nueva modalidad de gestión pública, adapta las técnicas y los sistemas tradicionales de la mercadotecnia al propio ámbito de las corporaciones locales. Atendiendo a la amplia variedad de competencias y funciones desarrolladas por los ayuntamientos, este libro desarrolla las ideas y los conceptos fundamentales del marketing público, dando cuenta a su vez de las herramientas más apropiadas para impulsar con éxito acciones relacionadas con bienes, servicios, ideas, organizaciones, personas y lugares de naturaleza municipal. INDICE: Una introducción al marketing municipal. Mercados, intercambio y clientes. El gobierno local y la creación de valor. Marketing de bienes municipales. Marketing de servicios municipales. Marketing social en las corporaciones locales. Marketing institucional municipal. Marketing político municipal. Marketing de ciudades. La planificación en el marketing municipal. La investigación en el marketing municipal. A modo de conclusión. Bibliografía.

Marketing municipal: 1 (Spanish Edition) by Pedro Asensio Romero

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