bachelorThesis
Somos patrimonio somos ciudad - marketing social del patrimonio cultural urbano : Plan del Eje Ambiental de la Avenida Gonzalo Jiménez de Quesada
Fecha
2013Autor
Delgado Bohórquez, Ingrid Liliana
Franco Vasco, Diana María
Rincón Moreno, Jaime Andrés
Institución
Resumen
Today, cultural heritage is immersed in a dynamic and changing environment, characterized by globalization and diversity, which pose new challenges to his management . Internationally, two marketing models have given some answers to this, the economist or traditional and the marketing of arts and culture .Both models are basedon a materialist notion of cultural heritage, it conceivedas a product or as a heritage resource and four common components of context: The market, the organization, the information system and the mix marketing. However, suchapproaches are not applicable to the colombian urban heritage, because their context is different, is a nonexistent market context, without agents interested in his enhancementvalue, conservation and preservation, wich is referred a public goods, by wich nobody is willing to pay directly, and whose protection is assigned to the State, characterized by plurality of stakeholders.Therefore, a marketing model applicable to such cultural heritage, must be built in concepts of greater complexity and hybridization, allowing his understanding and to the his management.