Análisis de la gestión de marketing territorial de la ciudad de Tunja, desde la óptica de la comunicación estratégica para atraer IED.

Abstract

The purpose of this project is to analyze the territorial marketing management of the city of Tunja, from the perspective of strategic communication to attract FDI, taking into account that territorial brands are the main tool to attract investors to a particular place, this research has a qualitative approach, where interviews were conducted to obtain updated, detailed and concrete information, generating a complete analysis of the context of brand management, its respective analysis and the important factors used to generate an assertive strategic communication, As a result it was found that the territorial marketing of the city of Tunja has an intermediate management, the perception that the brand communicates does not meet the objectives for which it was created, for this reason it does not generate FDI attraction at this time, but it is possible to conclude that it has great potential and it is necessary to create new strategies that promote and make the brand close to those who can use it, achieving a mutual benefit to provide visibility and growth options for both parties to achieve a solid brand that can cross borders and be the clear image of a city with great potential for investment.