Resumen

PAZ, Sergio. Strategic Management and City Positioning: The City Trademark as a Pathway for International Projection. Revista Venezolana de Gerencia [online]. 2005, vol.10, n.30, pp.177-195. ISSN 1315-9984.

The purpose of this paper is to describe the substantial changes that have occurred in the conceptual bases of competitive urban politics. The methodology was based on a theoretical analysis of the administration of the city trademark and the strategies designed for international insertion of the principal urban regions in the face of globalization. Two relevant processes are evaluated: a) the adoption of new strategies of urban management, and in particular the consideration of strategic management together with the trademark, and b) the new demand for knowledge and instruments that help to strengthen the processes of international insertion from a focus that incorporates territorial positioning, social creativity and management competitivity. The conclusion is that it is important to implement trademark action for international projection of cities from a perspective that incorporates social creativity and urban competitiveness.

Palabras clave : Urban competitivity; international insertion; territorial marketing; city trademark.