Place Marketing and the Quality Aspects of a City

Few places pursue their development through consistent strategic planning aimed at the market. Although this is the premise of a place and not a company or organization, we are talking about Marketing, an activity whose purpose is to manage exchange processes, always aiming to maximize the satisfaction of the parties involved. The essence of the issue of developing a locality lies in managing a process of exchange well between the city and its various publics or target markets, meeting expectations and demands with the application of the scarce financial resources that currently permeate the public spheres of municipalities. Often, place marketing research and activities seem to be more appreciated in the field of tourism development, but in fact, one has to think that not all places are tourist places and, furthermore, even tourist places are not only tourist places, but involve residents, workers, students, investors and visitors. This book is dedicated to studying the perceptions of these five publics about the city of Cerro Largo, in Rio Grande do Sul, offering important information for public and private managers.