Somos patrimonio somos ciudad - marketing social del patrimonio cultural urbano : Plan del Eje Ambiental de la Avenida Gonzalo Jiménez de Quesada

Abstract

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.