Abstract

ARIAS GILART, Maylin; REYES FALCON, Rubiel  and  TORRES PAEZ, Carlos César. The public management of local development from the methodological focus of marketing. Universidad y Sociedad [online]. 2018, vol.10, n.3, pp. 8-13.  Epub June 02, 2018. ISSN 2218-3620.

The public management of local development processes in Cuba, becomes complex keeping in mind the interrelations among the plans, politics, programs and independent strategies that exist and they are executed in the territories. One of the aspects picked up in the Economic and Social Policy is to recover the necessity of the local extension of development in the country, like support of the strategy of national development. However not all the municipalities possess similar comparative and competitive advantages, as well as the territorial politicians are different according to the reality of each one of them. The national and international competitiveness also leaves areas outside of the economic lattice. It is for this reason that in this rehearsal it is presented the marketing like a methodological focus that contributes to promote the initiatives of municipal development and their public management, becoming their employment a positioning mechanism for towns.

Keywords : Marketing of towns; local development; image; identity.

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