Visión práctica y estudio de caso del city marketing como herramienta de gestión pública en la transformación de Medellín entre 2004 al 2019

Abstract

During this academic exercise, and seeking to mix marketing with political science, and aware of the importance of understanding a city as a product, a case study will be carried out on the different administrations that governed Medellín in the periods 2004 - 2007, 2008 - 2011, 2012 - 2015, 2016 - 2019 and how they used city marketing tools that contributed to the external and internal transformation of the city. This transformation was necessary because the product called Medellín had lost its value and had become a benchmark for other issues far from its brand: violence, drug trafficking, etc. In this context, it is clear that the case study seeks to show how 9 Medellín managed to migrate from a city with high crime and corruption rates, perceived as a “failed state” to being perceived as one of the most innovative cities in the world, with outstanding indicators in terms of development, foreign investment, technology implementation, and urban and social progress. Ultimately, to show how perception was transformed while the indicators did as well, but how it was necessary to communicate this transformation of the product. This case study aims to analyze the implemented urban marketing tools in three dimensions. What did they do? How did they implement it? And how did these strategies contribute to the transformation of the city?