Estrategias de marketing territorial aplicadas a un gran proyecto urbano desde la perspectiva de sus actores: el caso de Puerto Madero en Buenos Aires

Abstract

The economic-social and territorial revitalization of Puerto Madero (the old port of Buenos Aires), produced new socio-economic geographies supported by the construction of a new image of the city, which redefined the "sense of place" and dyed the area of new meanings. Territorial marketing strategies enhanced the revival of a land market (one of the most important) that was motionless. This article explores what were the territorial marketing strategies applied in a large urban project (GPU) as Puerto Madero, from the perspective of the participants Actors (builders and beneficiaries / users of the project), with the objective of economic restructuring the area.