Design of a model that interprets the concept of territorial marketing applied to the department of Santander and its metropolitan area

Abstract

The value chain concept bounded by M. Porter (1990) described the development models of activities carried out in companies and industries with the aim of better performance resulted in generating value for target audiences, by which the very purpose of the interpretation of reference is to determine the activities or differentiating competencies that lead to obtaining a competitive advantage and thus considered superior to other competitors in the market.

But when there is talk of industry, but a territory seen as an area that can be harnessed to generate value, a relationship between the concepts of territorial marketing and value chain, referring to existing activities and processes of economic growth is identified regional development and generate competitiveness and interaction between actors who are in a defined territory. Thus, according to Cotorruelo (2001), the concept of territorial marketing is incorporated into processes of value generation and its use due to the identification of distinguishing features to a particular region and use to make it visible and competitive.

According to Boisier (2006), "all the territories to be competitive in and out", thus, building a positive image includes regional strategies aimed at generating local development from economic, social, environmental and cultural aspects, leading to the proliferation of new opportunities to the same territory and encourages the creation and establishment of new businesses