LAS ESTRATEGIAS DE MARKETING DE LAS CIUDADES ESPAСONAS Y SU PRESENCIA EN INTERNET. UN ESTUDIO COMPARATIVO

Abstract

Based on the increasing importance placed on the use of marketing tools in city management, the objective of this work2 is to research into the growing importance of using a marketing focus in cities. The work analyses the extent of market orientation in city management by analysing the contents of the municipal websites of Spanish cities, represented by the cities which are the capital of their respective autonomous communities. The work also analyses whether, as a result of market orientation in management, the cities studied have fostered marketing strategies. Based on this perspective, we analyse different marketing strategies, such as the segmentation strategy, the brand strategy, or city internationalisation, among others, based on the focus of intensified competition between cities at global level. Furthermore, we present the result of the multivariate analysis carried out with the variables studied. Thus, by means of a correspondence factor analysis with tabulation of mean values, we analyse the associations existing between the extent of the market orientation of the cities and the groups of cities generated by means of the “cluster analysis” statistical technique. This study makes it possible to analyse and compare the market orientation focus of the cities studied, 10 in total, of the 17 capitals of the respective Spanish autonomous communities. Based on this analysis, it is also possible to learn the importance placed by Spanish cities on marketing their cities on the internet, in the same way as occurs in the business management world.