Place marketing diagnostics

Each region tends to set itself in the global scenario in a different way in relation to another to attract business and investments, making use of several endogenous strategies and potentialities, including using marketing planning to reach its consumers and strengthening itself as a brand. This perspective also applies on a local scale, when a municipality works its distinctive brands in order to stand out and interact with the surrounding municipalities. This book aims to elaborate a diagnosis of the city of Itajubá, located in the state of Minas Gerais, verifying which are the strengths and weaknesses and the marketing factors that compose the construction of the city’s image.