Abstract

ANDRADE YEJAS, David Albeiro. Digital Marketing Strategies in the Promotion of the City Brand. Rev. esc.adm.neg [online]. 2016, n.80, pp.59-72. ISSN 0120-8160.

This study aims at designing digital marketing strategies to promote the city brand including a marketing manual or guide and the elaboration of a digital system of mobile and web application. This research study was based on the theories of Garcia (2010), Capurro (2006), Montiel (2002), Porter (2012), Florez (2012), and others. Its methodology was qualitative; structured andsemi- structured interviews were made, as well as direct observation of tourists. As a consequence, a digital marketing guide and digital applications were designed, representing only one click to access a non- barrier world and to improve the city competitiveness.

Keywords : City Brand; digital marketing; competitiveness; innovation; tourist; promotion.

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