Abstract

BUCHELLI-AGUIRRE, Erika Emilcen. Analysis of the perception of city-region (Bogotá - Cundinamarca) and marketing management in the productive projects of the internally displaced people located in the municipality of Fusagasuga, Cundinamarca, Colombia. Cuad. Contab. [online]. 2010, vol.11, n.28, pp.239-271. ISSN 0123-1472.

The concept of city-region has been acquiring vast importance due to its connection with globalization and regional-local development. However, this notion seems to leave vulnerable population -like internally displaced people- behind. This article pretends to analyze the perception of city-region (Bogota - Cundinamarca) of internal displacement victims; and to analyze aspects of Marketing Management in the productive projects of the internally displaced people located in the municipality of Fusagasuga, Cundinamarca, with the purpose of tracing strategies from Social Capital and Social Actor Networks theories that generate development in that population. Furthermore, it aims at proposing marketing strategies in accordance with the projects studied. The employed methodology was participant observation, whereby subjects under observation become actors and participants of their own change.

Keywords : City-region; global-city; globalization; poverty; Social Capital; Social Actor Networks; Marketing; Marketing strategies; Fusagasuga (Cundinamarca, Colombia); Socio-economic Conditions; Marketing strategies; Social Networks.

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