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Cidade à venda: reflexões éticas sobre o marketing urbano City for sale: ethical reflections on urban marketing

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Author(s)
Fábio Duarte
Sérgio Czajkowski Júnior
Keywords
marketing urbano
gestão urbana
ética pública
city marketing
urban management
public ethics
Political institutions and public administration (General)
JF20-2112
Political science
J
DOAJ:Political Science
DOAJ:Law and Political Science
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URI
http://hdl.handle.net/20.500.12424/1526831
Online Access
https://doaj.org/article/a94ff112099a4f3fb3604be509f0bd70
Abstract
A partir de uma exposição e discussão conceitual sobre marketing urbano, este artigo propõe uma reflexão dos limites éticos da incorporação das estratégias de marketing pelas cidades, que, a partir dos anos 1990, vêm adotando de forma explícita conceitos de marketing, tanto para a melhoria de sua imagem internamente, quanto, e principalmente, para potenciais investidores. Uma das razões para o emprego de estratégias de marketing urbano é posicionar a cidade perante a um mercado globalizado de fluxos de pessoas, investimentos e informações. Os críticos contrários à estratégia argumentam que isso transforma a cidade em mercadoria; os favoráveis, que é ferramenta inovadora para articulação entre agentes públicos e privados, objetivando a melhoria socioeconômica das cidades e conseqüente atendimento do interesse coletivo.<br>This article, through an exposition and conceptual discussion about city marketing, proposes a reflection on the ethical limits of incorporating marketing strategies to the cities. Since the nineties, cities have been adopting explicitly some marketing concepts so as to improve their image internally, for their citizens, and mainly externally, for potentials investors. One of the goals of city marketing strategies is to place the city in a privileged position in a globalized market of people, investments and information flows. This strategy's critics argue that it transforms the city into merchandise; those who are for it say that it is an innovative tool for articulating public and private agents, so as to improve the social-economic aspects of cities and consequently respond to the public interest.
Date
2007-04-01
Type
Article
Identifier
oai:doaj.org/article:a94ff112099a4f3fb3604be509f0bd70
10.1590/S0034-76122007000200006
0034-7612
https://doaj.org/article/a94ff112099a4f3fb3604be509f0bd70
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