Browsing Management Letters/Cuadernos de Gestión by Author "Manzano Durán, Omaira"
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Methodological elements to design a city branding with the use of grounded theory
Torres Zamudio, Marleny; González Castro, Yolanda; Manzano Durán, Omaira (Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2021-01-11)[EN] City branding was established as an endogenous development strategy – the need to build the city’s own identity. This identity is reached through the study of the history, culture, economy, trajectory, products and ...